Research On The Driving Force Of Marketing Dynamic Ability To Business Model Innovation

With the increasingly open and complex business environment,increasing severely economic fluctuations,costs and competitive pressure.It is the most important thing for building the new business models and keeping competitive advantages.In the current economic development,the mode of competition which is among enterprises is focus on paying attention to change.The changing of building business model by managing the dynamic marketing ability.The change of enterprise environment affects the rebuilding of marketing dynamic ability.A new inspiration to operate management,business decision and innovate business model urgently.This paper try to innovate the business model based on the dynamic ability of marketing and explores the driving influence of the dynamic ability of marketing.This research is divided into three parts.The analysis of the theory is the first part.The aiming of this part is searching operational issues,enterprising development management and surveying variable relationships between dynamic capability and dynamic environment and business model innovation.The second part is questionnaire survey,which is mainly distributed on the Internet.The questionnaires are obtained and evaluated through AMOS,that collected 276 validly.The third part is hypothesis testing.The tests of hypothesis through descriptive statistical analysis and construction of structural equation.The results are:(1)the marketing dynamic ability has a significantly positive impact on the business model innovation.Three dimensions of the marketing dynamic ability have a positive impact on the business model innovation;(2)The effect of environmental dynamics between business model innovation and marketing dynamic capability.This paper verify the innovation mechanism between marketing dynamic capability and marketing dynamic capability.The related research of business model innovation is enriched constantly.Promoting and enrich the marketing dynamic capabilities,business model innovation and finding out the reasons why change depend on.This research provide theoretical support and guidance for the changing of business development.