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近年来,全球化发展趋势更加明显,国内多数企业积极寻找机会实行国际化战略。营销动态能力是动态能力在企业营销方面的特殊形式,文章从营销动态能力定义及影响入手,通过归纳联想、华为这类成功的国际化企业发展情况,认为企业在不同发展阶段其营销动态能力有所不同,营销动态能力对企业国际化发展产生直接影响,并针对我国企业发展情况提出企业文化应明确该企业生存和发展原则,形成相对完整的价值观、规范体系;定期开展员工培训工作、提升整个企业的营销动态能力;企业还要创设良好的氛围、积极进行基础创新,有效外化企业价值观等策略。
In recent years, the trend of globalization has become even more evident. Most domestic enterprises are actively looking for opportunities to implement an international strategy. Marketing dynamic capability is a special form of dynamic capability in the marketing of a company. Starting with the definition and influence of dynamic marketing capabilities, this article summarizes the successful internationalized companies such as Lenovo and Huawei and argues that the dynamic marketing capabilities of a company in different stages of development are: Different from the dynamic marketing capabilities have a direct impact on the international development of enterprises, and for the development of enterprises in China proposed corporate culture should be clear that the principle of survival and development of the enterprise, the formation of a relatively complete values and regulate the system; regularly carry out staff training to enhance the entire Corporate marketing dynamic capabilities; companies also create a good atmosphere, and actively carry out basic innovation, effective externalization of corporate values and other strategies.