Aussie-Sino Studies

2017, (3) P35-P38

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Structural Equation Model and Its Application of Network Resources and Marketing Dynamic Capability

Peng Xia

摘要(Abstract):

Based on the existing analysis framework of marketing dynamic capability, this paper attempts to interpret the functions and mechanism of marketing dynamic capability from the new perspective of the company network theories. In addition, the paper adopts the corporate network resources, market knowledge, dynamic capability and other related theories to build the structural equation model of corporate network resources applicable to marketing dynamic capability. Finally, research data are used to conduct model tests in a bid to enrich the dynamic capability theory of company marketing under the dimension of its network resources.

关键词(KeyWords): Network resources, marketing dynamic capability, social capital

Abstract:

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基金项目(Foundation): Hunan Philosophy and Social Science Fund Project (14YBB050).

作者(Author): Peng Xia

Email: px24048651@outlook.com

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