An Empirical Research Of The Relationship Between Marketing Dynamic Capabilities And Enterprises’ Performance

With the arrival of the economic globalization, technological progress rapidly, market environment change unpredictably, the global competition is becoming increasingly fierce. The United States sub-loan crisis for the fuse to the financial crisis, not only caused the whole world turmoil in the financial system, but also brings hitherto unknown challenges and crisis to the global enterprise. Rapid change of the environment destruct the existing resources value, destroyed the existing means of competition, monopoly advantage of resource and market was not adapt to a changing environment and become transient, under D’Aveni, known as the " Hypercompetition " environment, enterprises are confronted with hitherto unknown pressure and challenge. Facing the uncertainty of environment, some enterprises to survive while others defeat out, some enterprises focused and anothers difficult to continue, therefore, under the current business environment Chinese enterprises should know how to find the equilibrium point between turbulent environment and marketing activities, to enhance customer value creation and transfer functions continuously, building a solid cornerstone of enterprise profit and gaining competitive advantage, has become the business circles, academia and government focus problem. therefore, the study on this problem has important value and significance.This study is based on the careful combing to the related literature at home and abroad, taking manufacturing enterprises as the research object, constructs the conceptual model of relationship marketing dynamic capabilities and enterprise performance, and the introduction of environmental uncertainty as a moderator of the concept model and the research hypothesis to empirical test. the main contents include the following:first, construct four dimensional model of marketing dynamic capabilities. Because of the current marketing dynamic capabilities in a more macro and multi attributes level, the further scientific deconstruction is becoming necessary. Taking the resource based theory and dynamic competence theory as the theoretical basis, marketing dynamic capabilities of the four dimension model is proposed, at the same time, on the based of enterprise management personnel interview, measurements of marketing dynamic capabilities are developed, which will provide theory strong support for further research on the follow-up operation of marketing dynamic capabilities; then, basing on the environmental uncertainty theory, marketing dynamic capabilities theory and enterprise performance theory, from the process perspective to explains and constructs the conceptual relationship model of marketing dynamic capabilities and enterprise performance, and the introduction of environmental uncertainty as a moderator of the concept model; then based on the228valid questionnaires of survey data, carries out empirical study. Overall, most of the hypotheses test.The main conclusions of this study are:(1) marketing dynamic capabilities is to respond to market changes enterprises integrate and allocate marketing resources and capabilities dynamicly, to create and deliver customer value, and ultimately obtain and maintain competitive advantages of high response and high efficiency of business process. Four dimensions of marketing dynamic capabilities include market knowledge management, product development management, customer relationship management and supply chain management. The four dimensions are interact, interdependent and mutual promote to improve enterprise performance.(2) analysis and empirical study the marketing dynamic capabilities is an important source of enterprises performance Reveals the function path marketing dynamic capability dimension factor on short-term financial performance and long-term competitive advantage, to affirm the marketing dynamic capabilities can become an important source of enterprise performance theme.(3) the environmental uncertainty has a regulatory effect on the relation marketing dynamic capabilities and enterprise performance. The empirical results show, dynamic environments play a positive role in relationship marketing dynamic capabilities and enterprise performance; hostile environments between marketing dynamic capabilities and enterprise performance is not obvious, environment uncertainty empirical results fully proved environment uncertainty has regulatory effects on the relation between marketing dynamic capabilities and enterprise performance. No matter how the degrees of environmental uncertainty, marketing dynamic capabilities is always an important source of enterprise performance, this conclusion is also from the perspective of environmental variables given the further supports to the theme of the study. This study also made contribution to the research in the following aspects:(1) building marketing dynamic measurement model and empirical test. In this study, using the research methods of literature study and interview of enterprise, constructs the conceptual model of the relationships among marketing dynamic capabilities and enterprise performance, and then elaborated the enterprise performance differences.(2) building the relationship concept model of marketing dynamic capabilities and enterprise performance. The existing research on marketing dynamic capabilities mainly focus on the theory and case study, empirical research is scarce. This research is based on the resource based theory and dynamic capabilities theory, sets up the relationship concept model of marketing dynamic capabilities and enterprise performance, and use from the manufacturing industry enterprises sample to test the conceptual model. The results of this study develops the existing study in the field of enterprise management performance, provides a new perspective for the antecedent variables on performance in the future.(3) Taking the environmental uncertainty as a moderator to explore the relationship between marketing dynamic capabilities and enterprise performance variables, This will help us understand the mechanism of marketing dynamic capabilities on enterprise performance comprehensively and thoroughly, it also provides a theoretical basis and practical guidance for enterprise managers to set up marketing dynamic capabilities of the enterprise in different environmental scenarios.