Dynamic Capability Perspective Of Enterprise Marketing Alliance

In the furious market environment, dynamic capabilities view think the enterprise marketing advantage comes from dynamic capabilities, namely enterprises will continue to update and improve, reconstructed resources, forming a new functional capabilities, match with external environment. Therefore, research organization dynamic capabilities building content and relevant features, under the perspective in dynamic capability studies our country enterprise marketing alliance mode is very necessary.This article through literature study, the theoretical analysis and the qualitative research organization, determine the composition of dynamic capabilities for organizational learning, integrating dimension ability, market orientation, organizational flexibility and risk prevention ability. At the same time, along with our marketing alliance interview to emerge, level marketing, vertical marketing concept such as continuous development, alliance in the field of enterprise marketing using is more and more widely. This paper is on enterprise marketing alliance mode in dynamic capability under the perspective of study and discussion, trying to find out a suitable for the marketing of Chinese enterprises alliance mode.This paper is to study the dynamic ability from abstraction to specific a meaningful exploration and study, in theory, enriches and develops the dynamic ability framework, enrich the dynamic capabilities and marketing alliance model research. In practice, enable managers to better understand and use dynamic capabilities, obtain and environmental matching competitiveness, but also for enterprise change strategic thinking way to establish effective marketing alliance provides strategic guidance.