摘 要
当前我国处在转变经济发展方式、促进产业结构优化升级的关键阶段，许多欧亿·体育（中国）有限公司
正经历着技术变革、市场变革和商业模式变革，市场环境变幻莫测，企业间的竞争更
加激烈，欧亿·体育（中国）有限公司间的交融趋势也日趋明显。对于企业来说，如何应对环境变化、如何有
效利用无形营销资源培育和提高企业动态营销能力，以在更加激烈的国内外竞争中获
取优势，是企业广泛关心的问题，也是学术界正在研究的前言课题，因此本文的研究
就有重要的理论和现实研究意义。

本文基于资源基础理论与动态营销能力理论的研究，通过对无形资源、动态营销
能力、竞争优势及其相互关系的国内外文献进行梳理和研读，认为动态营销能力是企
业为快速响应市场变化而加强市场认知和整合、重构内外部营销资源，以改进产品、
服务和营销业务流程，创造更大竞争优势的能力。提出了营销资源、动态营销能力和
竞争优势各变量之间关系的研究假设并构建了理论模型，其中无形营销资源包括知识
资源、品牌资源和关系资源，动态营销能力包括市场认知能力、资源整合能力和资源
重构能力。根据已有的研究并结合深度访谈了解的企业实际状况设计开发了测量问卷，
获得了270家企业样本数据，运用SPSS20.0和AMOS20.0软件对数据进行处理与分析，
得出了假设检验结果。最后，得出本研究的结论，进行讨论并对企业管理与营销实践
提出建议。

通过理论研究和实证检验得出的研究结果表明，知识资源、品牌资源、关系资源
作为无形营销资源对企业动态营销能力具有积极影响；动态营销能力对竞争优势有积
极影响；无形营销资源对竞争优势有积极影响，动态营销能力在这个影响过程中发挥
积极的中介效应。研究结果解构了资源、能力、竞争优势的关系，进一步明确了动态
营销能力在无形营销资源与竞争优势关系中的作用，期望为动态营销能力的理论研究
和企业营销能力建设提供借鉴参考。

关键词：无形营销资源；动态营销能力；竞争优势；结构方程模型

Abstract
At present，our country is at the critical stage which is in the transformation of
economic development and promote the optimization and upgrading of industrial structure,
many industries are experiencing technological changes, market changes and business
model changes. The market environment is unpredictable, the competition among
enterprises is more intense and blend trends between industries are becoming increasingly
evident. So how to deal with market changes, how to effectively use intangible marketing
resources to cultivate and improve dynamic marketing capabilities to get competitive
advantages is a big problem and widespread concern for enterprises.The academic field is
also concerning about this subject and studying very hard,so this subject has obvious
theoretical and practical significance.
This study is based on resource-based theory(RBT)and dynamic marketing
capabilities(DMC),then sort out and study the literature about intangible resources,
dynamic marketing capabilities, competitive advantages and their relationship. on the basis
of these study ,this research proposes that dynamic marketing capabilities is the capabilities
in order to response to market changes rapidly,enterprises enhance market awareness,
integrate and reconfigurate internal and external market resources, improve products and
services, update the marketing business processes to create greater competitive
advantages.This research constructs theoretical assumptions and a relational model about
intangible marketing resources, dynamic marketing capabilities and competitive advantages,
intangible marketing resources are composed of knowledge resource,brand resource and
relationship resource,dynamic marketing capabilities are compsed of market awareness
capability,resource intergration capability and resource reconfiguration capability.Then the
study designs and develops a questionnaire according to previous studies combined with
enterprises in-depth interviews to conduct 270 sample survey. Using SPSS20.0 and
AMOS20.0 to deal with and analysis survey data. In the end,the research get the conclusion
and dissussion, and proposes the suggestions to enterprises management and marketing
practice.
Through theoretical study and empirical test,the results show that, firstly, intangible
marketing resources(knowledge resource,brand resources,relationship resources) have a