企业动态能力与品牌营销策略关系:吸收能力的中介作用--以新疆科技型中小企业为例

摘要

Based on the concept of absorptive capacity variables, this paper discusses the way of the enterprises’ dynamic ability influencing its brand marketing strategy.This paper presents theoretical assumptions relationships between variables, and makes an empirical analysis of Xinjiang’ s high-tech SMEs as an example.The results showes that dynamic capabilities has significant influence on the absorption capacity;absorptive capacity has a significant positive effect on the four brand marketing strategy;Be-tween dynamic capability and the four Brand marketing strategy, absorptive capacity plays a part intermediary relationship.From knowledge and ability to identify, to evaluate the knowledge, to digest the knowledge, to apply knowledge of the four areas, en-terprises could enhance the absorptive capacity, thereby cultivate their Dynamic capability to enhance the brand marketing strate-gy level.%本文引入吸收能力变量，探讨企业动态能力影响品牌营销策略的途径；提出变量间关系的理论假设，并以新疆科技型中小企业为例进行实证分析。结果表明：企业动态能力对吸收能力影响显著；企业吸收能力对品牌营销策略影响显著；企业吸收能力部分中介了动态能力对品牌营销四个策略组合的影响作用；识别知识能力、评价知识能力、消化知识能力、应用知识能力等方面可以成为企业提升吸收能力的途径，进而通过吸收能力的提升促进企业动态能力对品牌营销策略的影响，达到提升品牌营销策略水平的目的。