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企业战略层面的营销动态能力包括企业价值观、企业学习、个人学习;策略层面的营销能力则是通过营销观念、环境分析能力、营销传播能力等构成维度将战略层面的营销动态能力外在化。我国企业应注重培育创新导向的企业文化和价值观念,同时积极进行个人学习和组织学习,加强企业基础管理,夯实营销动态能力的基础,不断提高策略层面的营销动态能力,将企业价值观外在化。
Marketing dynamic capabilities at the corporate strategic level include corporate values, enterprise learning, and personal learning. Strategic marketing capabilities at the strategic level externalize the strategic marketing dynamics through dimensions such as marketing concepts, environmental analysis capabilities, and marketing communications capabilities. Chinese enterprises should pay attention to cultivating innovative oriented corporate culture and values, and actively carry out individual learning and organizational learning, strengthen the basic management of the enterprise, consolidate the foundation of marketing dynamic capabilities, continuously improve the strategic level of marketing dynamics, the externalization of corporate values .