Identification And Construction On Core Marketing Capabilities In High-Tech Enterprise Based On Sustainable Competitive Advantage

With the rapid development of technology, high-tech enterprises are facing unprecedented challenges such as high investment, development of new products, high failure rate and fierce competition. In the background of this reality, high-tech enterprises not only need to enhance its technical strength, but also have to face the market directly. Therefore, identify and construct core marketing capabilities which have an import effect on the growth of high-tech enterprise has become the important subject of theoretical research and marketing management practice.Based on the research results of scholars in related field, this paper combined with features of high-tech enterprise, characteristics of the market environment and the theory of market capability, organizational innovation, sustainable competitive advantage, define the meaning of high-tech enterprise marketing capability and their elements, build a conceptual model of identification of high-tech enterprise core marketing capability in sustainable competitive advantage perspective and propose the research hypothesis. The paper used high technology enterprise as objects of study, conduct the empirical analysis of241samples data through the method of factor analysis, correlation analysis and structural equation modeling analysis, the following conclusions are:Firstly, the elements of the high-tech enterprise marketing capabilities including five areas:market knowledge capability, strategic marketing capability, marketing operational capability, full marketing capability and dynamic marketing capability. Secondly, the market knowledge capability, strategic marketing capability, marketing operation capability, full marketing capability and dynamic marketing capability of high-tech enterprise have a direct impact on sustainable competitive advantage. Thirdly, the market knowledge capability, strategic marketing capability, marketing operation capability and full marketing capability of high-tech enterprise have an indirect impact on the sustainable competitive advantage. Fourthly, dynamic marketing capabilities can enhance market knowledge capability, strategic marketing capability, marketing operational capability, full marketing capability’s positively impact on sustainable competitive advantage. Fifthly, the empirical analysis shows the impact of sustained competitive advantage for descending is the market knowledge capability, strategic marketing capability, marketing operation capability and full marketing capability, so market knowledge capability and strategic marketing capability is core marketing capability of high-tech enterprise. As for dynamic marketing capability, because it can enhance the positive impact of market knowledge capability, strategic marketing capability, marketing operational capability, and full marketing capability for sustained competitive advantage, so dynamic marketing capability is also a core marketing capability. In summary, for high-tech enterprises, market knowledge capability, strategic marketing capability and dynamic marketing capability are the core marketing capabilities. Finally, high-tech enterprises can construct their core marketing capabilities through updating the marketing concept, fostering innovative corporate culture, attracting marketing talented person and conducting marketing training in the enterprise simultaneously, etc.