The Impact Of Markets Learning Ability On Relationship Between Markets Promoting Ability And Marketing Performance In SMEs Of Guangdong Province

Marketing capability and performance is the current hot spots, but compared to other areas of marketing, there are few theoretical and empirical studies for marketing capacity domestic and international in recent 20 years, especially for SMEs'. And the scholars did not reach the same understanding on the relationship between marketing capability and performance in the current study. This paper collects, accesses to the literature in this field of study, combining existing research results, in the process of sorting out these studies in the literature to explore the capabilities and performance of SMEs in marketing theory.This paper chooses SMEs as the study object, introduces markets learning ability as a moderator through literature research methods, and constructs the marketing ability and performance models for SMEs. What's more, we designed the scale to measure marketing capabilities and related variables of SMEs, based on the previous studies.Questionnaires were surveyed in 64 SMEs in Guangdong region, and accesses to empirical test, we draw the main conclusions of this paper:(1) There has directly significant positive relationship between the markets promoting ability of SMEs and marketing performance. (2) There has directly significant positive relationship between the markets learning ability of SMEs and marketing performance. (3) Markets learning ability has the moderating impact on relationship between markets promoting ability and marketing performance.