经济与管理2024，Vol.38Issue(2)：84-92,9.
数字创新生态下营销动态能力的构建与资源编排
The Construction and Resource Arrangement of Marketing Dynamic Capability in the Digital Innovation Ecology:A Dual-Case Study of New Retail Business Forms
摘要
Abstract
As the most active area of iterative innovation,the retail industry has undergone a major transformation driven by the dual forces of digital empowerment and consumption upgrading.Based on the theory of marketing dynamic capability,this paper redefines the essence of retail marketing dynamic capability under the digital innovation ecology,and takes the retail new business from repre-sentative enterprise"Dicarnon"and"Hema Fresh"as the dual-case research object,analyzes the digital innovation driving factor the basic motivation,and further refining the digital innovation ecological background of marketing dynamic capabilities of the dimensions and elements,to build the overall theoretical framework,and then arrange resources and market allocation,making the retail enterprise can maintain the unique,sustained,and obtain the new competitive advantage in the treacherous environment,keep the enterprise effi-cient development,and realize the value co-creation.关键词
数字创新生态/营销动态能力/资源编排/零售新业态Key words
digital innovation ecology/marketing dynamic capability/resource arrangement/new retail business forms分类
管理科学引用本文复制引用
黎传熙..数字创新生态下营销动态能力的构建与资源编排[J].经济与管理,2024,38(2):84-92,9.基金项目
广东省哲学社会科学规划学科共建项目(GD23XGL054) （GD23XGL054）
