经济纵横#2009年第3期ᆩ്ࠎԤܴაႏཧି৯ં֥ᆜކ࣮王亚江,韩德昌(南开大学商学院,天津300071) ᅋေ:知识基础观企业理论的发展,为企业营销能力理论带来了新的挑战与机会b本文从知识基础观a营销知识a营销能力的概念及子能力入手,剖析了营销知识动态转化流程,分析营销知识与营销能力的传导关系,进而促进了企业绩效的提升bܱՍ:知识基础观;营销知识;营销能力ᇏٳোݼ:F270໓ངѓ്:A໓ᅣщݼ:1007-7685(2009)03-0110-03 ෛሢఒြં࣮֥ᇯ҄ധ߄,࿐ᆀૌؿགྷSECIଆϜႅྟᆩ്აཁྟᆩ്ࡗ֥ሇ߄,۱ದႅҟᄝఒြି৯Мު,֥थקఒြࣩᆚི֥ܱࠛᆩ്აቆᆮᆩ്ᆭࡗ֥ሇ߄ۀওᄝ၂۱ੀӱၹ൞ఒြᅧ֥ᆩ്,ᆩ്ࠎԤܴ(KBV)Ⴎ༯bԷᄯਔᆩ്Էྍ֥ඹᇕࠎЧଆൔ,ᆃུՎྙӮb[1]ᆩ്ࠎԤܴಪູ,ఒြ֥ᇗေᆯିᆭଆൔྙӮ၂۱/ᆩ്࿈0,ุགྷਔఒြ֥ᆩ്ࣉ၂ࣼ൞ࡹ৫aႋႨaᆜކཌྷܱ֥ᆩ,്ิ܂Ӂބ߄ݖӱ:ᆩ്Ֆႅྟ֞ႅྟ֥ഠ߶߄ଆൔaՖႅྟڛༀ֥ڸࡆࡎᆴ,ఒြ֥Ⴊ൝թᄝႿૌሜᄀ֥֞ཁྟ֥ຓཁ߄ଆൔaՖཁྟ֞ཁྟ֥ቆކ߄ଆᆩ്Էᄯაି৯ࠆ౼ᇏbႚႵ௴๙ඌᆩ്ބ၂ൔބՖཁྟ֞ႅྟ֥ଽႅ߄ଆൔbੀ൧ӆି৯֥܄ඳሹ൞յϧਔႚႵ၂ੀඌᆩ്ೂޅקၬބҩਈႏཧᆩ്,ଢభᄝ࿐ඌࢸഉބᆺႵ௴๙൧ӆି৯֥܄ඳ,ႏཧି৯֥ಌكໃղӮ܋്bMoormanބMiner(1997)Ϝႏཧᆩఒြ৯ࠆ֤پި֥അြ߭БbၹՎ,ᄝࢳఒ്קၬູ/๙ݖྐ༏ࠆ౼aྐ༏ԮѬaྐ༏ࢳބြࡗི֥ࠛҵၳൈ,сྶॉ੮ఒြ֥ႏཧିቆᆮ࠺ၫطӁള֥൧ӆྐ༏[4]0;KohliބJawors-৯b[2]ki(1990)Ֆ൧ӆ֝ཟ൪࢘קၬႏཧᆩ,്ᇶေЇ၂aᆩ്ࠎԤܴაႏཧᆩ്ܵও൧ӆᆩ്֥ളӮaԮѬބཙႋ;HanvanichaDrogeఒြቔູ၂۱ᆩ്܋ุطթᄝ,ఒြଽ֥ބCalantone໊࿐ᆀࠎႿSrivastavaބBohn֩ᆩ,്Ⴍః൞၂ུଏ߶ᆩ്ၛФࣩᆚؓ൭෮ଆ࿐ᆀ֥࣮,ࡼႏཧᆩ്קၬູؓႿଽళႿӁٟ,གྷႵᆩ്թਈྙӮ֥ᆩ്ࢲܒथקਔఒြؿषؿܵa܂ႋ৽ܵބܤग़ܱ༢֥ܵႏཧݖགྷࠏ߶aᇂሧჷ֥ٚمbᆩ്ܒӮਔఒြቋᇗӱ֥ࢳӱ؇b[5]ၛສ֥ႏཧᆩ്ۀն؟ோ૫ေ֥ᅞሧჷ,൞ఒြࣩᆚႪ൝֥۴ჷ,ᆃᇕᆩ఼്ֹטა൧ӆႵܱ֥ྐ༏,Ⴍః൞ܤग़ᆩ്ބࣩሧჷ֥ၳᇉྟࢳਔఒြࡗི֥ࠛҵၳb[3]1994ᆚᆀᆩ,്طޭਔ࿐ඌࢸ෮ྙӮ֥൧ӆႏཧ୍,ఒြᆩ്ࠎԤં֥ᇶေսіದ့ᇏკՑંބႏཧൌ۽ቔᇏࠒ֥ႏཧ۽ቔӱބܸ(Nonaka)ิԛਔᇷ֥SECIᆩ്ܵଆb২bႏཧᆩ്൞ܱႿೂޅႵིषᅚႏཧࠃ֥൬۠ರ௹:2008-12-15ቔᆀࡥࢺ:王亚江(1967-),男,河北保定人,南开大学商学院博士研究生b研究方向:市场营销a营销战略b)110)
经济纵横#2009年第3期ંa൧ӆྐ༏ބႏཧӱაܸ২֥ሹބbࠎႿഈࠎԤႏཧሧჷၛࡹ৫aົӻaิۚބЌஇݖӱඍႏཧᆩ്֥קၬ,ૌࡼႏཧᆩ്ܵ൪ູ:൞ᇏᇯࡶࠒఏট֥թԥႿቆᆮބჴ۽ᇏ֥Ҍିթ༢ֹܿ߃ႏཧᆩ്֥ݖӱ,൞ࡹ৫ཌྷႋ֥ቆᆮ,ਈ,Їও۱ົ؇:இ֥൧ӆਵֹ໊֝aஇ֥ԷᄯaԮѬބԷྍႏཧᆩ്֥၂༢ਙݖӱ,ఃؓའ໗קྟބஇֹ֥ԮѬྟb൞ఒြՖ൙൧ӆႏཧࠃ෮ླေ֥۲ᇕႅྟაཁaႏཧᆩ്ܵაႏཧି৯֥ᆜކࠏᇅྟᆩ്,Їওটሱ൧ӆႏཧંࢸ֥ႏཧંᆩ(၂)ࠎႿKBV֥ႏཧᆩ്֥ሇ߄ݖӱ്aটሱ൧ӆߌᇏ֥൧ӆᆩ്ၛࠣটሱఒြଽ1.ቆᆮሱദᆩ്აຓ҆ቆᆮᆩ്ཟଽ҆ჴ۽֥ܱ҆Ⴟೂޅᆳྛರӈႏཧ۽ቔ֥ӱބܸ২bÑႅྟᆩ്֥ሇ߄bቆᆮ๙ݖൎࠒ,ၘթؽaႏཧି৯֥ଽݤაܱሰି৯ԥਔ၂ק֥ཁྟႏཧᆩ്(ೂႏཧંaᆳྛႏ(၂)ႏཧି৯֥ଽݤbቋᄪၩ്֞ႏཧିཧࠃ֥૫߄ӱ֩)aႅྟႏཧᆩ്(ೂႏཧ৯ᇗေྟ֥࿐ᆀ൞Buchele(1962),ؓႏཧିࠃᇏჴ۽ሱत൯֥٤૫߄֥۽ቔܸ২)ބ৯֥ଽݤބႏཧି৯֥ᇉਈࣉྛਔૹೌ֥නॉbຓ҆ቆᆮᆩ്(ೂࣩᆚᆀބ܂ႋഅႚႵ֥აླಪູႏཧି৯൞ᆷఒြࡼႏཧሧӁϾᄝ၂ఏaࣩᆚႵܱ֥ႏཧᆩ്)bቆᆮჴ۽๙ݖa֥ࢋඣ,ॖ՜ࣉႏཧሧӁᄝ൧ӆഈ֥Ⴕིᇂb࿐༝ࠣაຓ҆ቆᆮ๙,ь߶་൬ᆃུᆩ്bՎHooley֩࿐ᆀ(1999)ᆌؓႏཧંࢸؓႿႏཧൈჴ۽֥ᆩ്ߎໃᄝ۽ቔੀӱᇏ֤֞ဒ,ᆺ൞ି৯֥ܒӮࠣૌ෮႕ཙ֥Ҫ૫ಯթᄝࠁ֥໙ჴ۽ଷᇏ෮ྙӮ֥၂ུԚ֥ࠩᆩ്,ૌӫᆭี,ิԛ၂۱Ⴎႏཧ໓߄aႏཧᅞބႏཧҠቔܒູଽ҆ჴ۽Ñႅྟᆩ്bӮ֥ႏཧି৯Ҫࠩଆbૌಪູႏཧି৯൞၂21ଽ҆ჴ۽Ñႅྟᆩ്ཟÒႅྟᆩ്۱ᆜކݖӱ,ᄝᆃ۱ݖӱᇏ,ࡼఒြ൬֥ࠢᆩ്a֥ሇ߄bᄝቆᆮჴ۽ႋႨÑႅྟႏཧᆩ്҂؎ିބሧჷႋႨႿ൧ӆཌྷܱ֥ླ,ఒြູఃࢳथႏཧ۽ቔ໙ี֥ݖӱᇏ,ଽ҆ჴ۽ࡗaଽ҆აӁބڛༀᄹࡆࡎᆴ,ѩႋࣩؓᆚ֥ླေb[6]ሹຓ҆ჴ۽ࡗَ๙ބࢌੀ,ᇯࡶࠒఏྸ؟Ⴕᆭ,ႏཧି৯൞ᄝᆳྛႏཧࠃ֥ݖӱᇏྙӮ;֥ܱႏཧંa൧ӆྐ༏ބႏཧӱ֥ྍ֥ࢳ,Ñఃᇶေଽಸ൞ؓࠎԤႏཧሧჷࣉྛᇂ,ႏཧିႅྟႏཧᆩ്ഈശູЇݣႋႨྏ֤֥Òႅྟ৯ᆞ൞ᄝؓࠎԤႏཧሧჷ҂؎֥/൫հ0ൔ֥ႏཧᆩ്bᇂᇏ֤ၛิ;ۚႏཧି৯֥ྙӮၛൌགྷႏཧࠃ31ଽ҆ჴ۽Òႅྟᆩ്ཟଽ҆ჴ۽ཁྟ֥ଢູ֥֝ཟ;ႏཧି৯൞Ӊ௹ႏཧൌࣜဒࠒᆩ്֥ሇ߄bऎႵႏཧᆩ്ܵၩ്֥ቆᆮ,߶֥ࢲݔ;ቆᆮބჴ۽൞ႏཧି৯֥ᄛุ;ႏཧିࡹ৫၂ᇕܝৣଽ҆ჴ۽๙ݖଽസϜሱ࠭෮ᅧ֥৯൞၂ᇕҌି֥թਈ,ᆃၩሢᆃᇕթਈॖၛԷႅྟᆩ്૫߄֥ࠗৣࠏᇅ,ᆃဢ,ॖၛٝٓၹჴᄯaᄹࡆ,္߶ݻോb۽۱ದषቆᆮطջሼᄝൌᇏࠒఏট֥ႅྟ(ؽ)ႏཧି৯֥ܱሰି৯bႏཧି৯Їᆩ്b๙ݖଽസࠏᇅ,ቆᆮ֥ᆩ്֤ၛԮѬa࿃ও۱ܱሰົ؇:൧ӆۋᆩି৯aܤग़৳༢ି৯ބ۷ྍ,ൌགྷਔՖႅྟᆩ്ཟཁྟᆩ്/ࣙག֥ބஇࡹഡି৯b൧ӆۋᆩି৯൞ఒြᄝᇂࠎ၂ᄁ0bԤႏཧሧჷ,ۋᆩ൧ӆ൝,ቓԛཌྷႋथҦބྛ41ଽ҆ჴ۽ཁྟᆩ്ཟቆᆮሱദᆩ്֥ሇ֥ݖӱᇏ,ᇯࡶࠒఏট֥թԥႿቆᆮބჴ۽ᇏ߄ބཟຓ҆ቆᆮ֥ԮѬbࣜݖଽ҆ჴ۽ଽസѩ֥Ҍିթਈ[7],Їওਆ۱ົ؇:ႏཧᆟҦטᆜ౦૫߄ط֤֥֞ᆩ്൞ਬෞ,֥ᆩ്ܵ҆ؓᆃঃބྍӁषؿඔਈbܤग़৳༢ି৯ࣼ൞ఒြᄝུᆩ്ࣉྛٳোa߸ሹ,ᆜކӮູ༢֥൧ӆᆩᇂࠎԤႏཧሧჷၛ്љaࡹ৫aЌӻބิۚა്ܱa۽ቔӱބܸ২bᆜކު֥ႏཧᆩ്Ќթ֞ܤग़ܱ༢֥ݖӱᇏᇯࡶࠒఏট֥թԥႿቆᆮቆᆮ֥ᆩ്࠺ၫ९ᇏ,ࣉೆ֞ྍ၂֥ႏཧᆩ്ބჴ۽ᇏ֥Ҍିթਈbޙਈܤग़৳༢ି৯֥Ӯི֥ሇ߄࿖ߌbଽ҆ჴ۽ᄝაຓ҆ቆᆮ֥ࢤԨᇏ,Ⴕ:টሱࣜ࠶֥ົ؇,ܤग़Ќ;ੱটሱۋ౦֥ົࡼϜሱ֥࠭ཁྟᆩ്ԮѬ۳ຓ҆ቆᆮ,ᄹࡆਔຓ؇,ܤग़ડၩ؇bஇࡹഡି৯ࣼ൞ఒြᄝᇂ҆ቆᆮܱႿఒြ֥ྐ༏,္՜ࣉਔఒြ֥இྙ)111)
经济纵横#2009年第3期འิശbఃᆯି,ყҩླ,ࠒࠞؓܤग़ေ֥߭ႋ,Ⴕ(ؽ)ႏཧᆩ്ܵؓႏཧି৯֥Ԯ֝ࠏᇅᇹႿЌӻބิۚაຓࢸ֥ކቔܱ༢,ࡹ৫ቆᆮ୍ུ֥࣍ট,࿐ᆀૌ་൬ਔ၂ུKBV֥ۀ,ྐუބྐbஇࡹഡି৯֥အ൞ၛܤग़ܱ༢Ⴈটࢳႏཧིؓࠛaႏཧؓॖӻ࿃ࣩᆚႪ൝ູ֥ܵ၇ກ֥bܤग़ܱ༢ܵ൞๙ݖࡹ৫၂֥ਫ਼֥ࣥ႕ཙbఃᇏ,ႏཧᆩ്აႏཧି৯Фಪູܤग़ඔऌ९aఒြଽ҆ႏཧ֥҆ᆜކၛࠣაग़൞ఒြࣩᆚႪ൝֥টჷb๙ݖؓགྷႵ໓ང֥൸၂ؓ၂ႏཧ֩ٚ૫টൌགྷ,֥ఃЧᇉ൞ႏཧᆩٳ༅,Ч໓ಪູႏཧᆩ്൞၂ᇕሧჷੀਈ,ႏཧᆩ്ྐ༏߄ᄎႨ֥ऎุุགྷb്֥ܵଢ֥ᄝႿൡႋߌэ߄,҂၂קؓቆ࣮ႏཧᆩ്აႏཧି৯ᆭࡗ֥Ԯܱ֝༢ႵᆮིࠛӁളᆰࢤ֥႕ཙ,ఃᇿᇗ֥൞/ᆩ0,൞ႏޓ఼֥ંࡎᆴބགྷൌၩၬbՖં࢘؇,ुؓཧି৯ؿߨ֥ࠎԤაЌᆣbطႏཧି৯൞఼ט֥ਆᆀܱ༢֥࣮҂ࣇႵᇹႿࣉ၂҄ฐษႏཧ༢൞/ྛ0,൞ఒြ࿙ડቀܤग़གྷႵ/మᄝླေ֥ᄎቔ֥৯ࠏᇅ,ຉᅚႏཧંໃট֥࣮ਵთ,ളթᆭ֡b๙ݖؓႏཧᆩ്ᄎႨ,ؓቆᆮ֥Ӂط,္ູᆩ്ܴఒြંิ܂ਔ၂۱ྍ֥࣮/ڛༀࣉྛטᆜაྩᆞ,ડቀܤग़ླ,ิۚఒٚཟ,ၛႏཧ൪࢘ॉ੮ቆᆮ֥ᆩ്ܵ,ࡼࢊׄ٢ြലუ,൞ႏཧᆩ്ؿᅚ֥сಖbႏཧᆩ്ཟႏᄝఒြ֥ຓ҆ߌᇏ,఼טຓ҆ᆩ്֥ᇗေྟbཧି৯֥Ԯ,֝՜ࣉਔఒြቆᆮི֥ࠛิശ,ఃԮՖൌ࢘؇,ुᄝఒြ֥ᆩ്ุ༢ᇏ,ႏཧᆩ്ა֝ࠏᇅೂ༯:ᄝቆᆮ֥ႏཧᆩ്ሇ߄ݖӱᇏ,ఒြຓ҆ߌܱ৳ቋູࣅૡ,္൞ؓఒြᅞथቆᆮӮჴᄝቆᆮଽ҆৵࿃֥ࠆ֤aԩބԮѬটҦ႕ཙቋն֥ᆩ്bၹՎ,׳༑ႏཧᆩ്ཟႏཧሱܤग़a܂ႋഅaࣩᆚᆀ֩ຓ҆ؓའ֥Ⴕܱ൧ӆaି৯֥Ԯܱ֝༢,ิശఒြሱദ֥ࣩᆚႪ൝,ӮູӁaඌބࣜႏٚم֥ࣜဒaྐ༏აᆩ,്๙ݖܵᆀᄝఒြࣜႏݖӱᇏታླࢳथ֥ᇗေ໙ีbቆᆮଽ֥҆گᄖࢌੀaކቔބࢳथԊ֥ੀӱ,ղ֞ؓ൧ӆྐ༏၂ᇁ֥ࢳbᆭު,ᄝᆳྛႏཧࠃҕॉ໓ང:ᇏ[1]Grant,.,Prosperingindynamically-competitiveen-,ቆᆮၛ൧ӆູथҦ֥ఏ,ׄႨധනඃ੮֥a༢֥ٚൔࣚಒֹყ௹Ќ/་ႄग़aิۚ౻֡vironments:organizationalcapabilityasknowledgeintegration[J]Or-ganizationalScience,1996,7:375⚶387.ܱ༢ࠇቅଶࣩᆚؓ൭֥ྛིݔ,ᆌؓэ߄[2]ShantanuDutta,OmNarasimhan,SurendraRajiv,Success֥ຓ҆ߌቓԛࠣൈ֥ྐ༏ّႋ,ѩࡼഈඍྐ༏inhigh-technologymarkets:ismarketingcapabilitycritica?l[J]Ⴕֹིԥթᄝቆᆮᇏ,ၛՎิۚቆᆮॹّႋྍMarketingScience,1999,18(4):548.ࠏ߶ࠇ໙ี֥൧ӆۋᆩି৯bᄝႏཧᆩ്֥[3]Grant,.,Towardaknowledge-basedtheoryoftheሇ߄ݖӱᇏfirm[J]StrategicManagementJourna,(SpecialIssue):,ቆᆮࡗ֥ᆩ്ሧჷᄝቆᆮ֥ࡎᆴԷᄯݖӱᇏϲဆሢբ߄࠴֥࢘bೂޅႵི০Ⴈቆ109-122.[4]Moorman,C.,Miner,.,TheImpactofOrganizationalᆮࡗ֥ܱ༢ა,ॴᄀᆩ്шࢸࡹ৫ቆᆮ֥ࣩmemoryonnewproductperformanceandcreativity[J]JournalofᆚႪ൝,ၘӮູఒြႏཧᆩ്ܵᇏсྶॉ੮֥MarketingResearch,1997,34(1):91-106.ଽಸbႏཧᆩ്ܵੀӱᇏ֥ੂᇕሇ߄ၹ[5]HanvanichS.,DrogeC.,CalantoneR.,Reconceptua-l:࿐༝a๙aႋႨaଽസaᆜކބԮѬ,ิۚਔఒြ֥izingthemeaninganddomainofmarketingknowledge[J]Journalofܤग़৳༢ି৯bఃᇏKnowledgeManagement,2003,7(4):124-135.,࿐༝aᆜކაଽസ๙ݖቆᆮଽ҆ӻ࿃ֹࢌߐܱႿླa໙ีބܤग़ေ֥ྐ[6]Hooley,.,Cox,.,Fahy,J.,,Marketingcapabilitiesandfirmperformance:ahierarchicalmodel[J]Journalof༏ѩҐ౼ྛ,ିڮჍఒြڿࣸႵ֥ܿٓି৯,Market-FocusedManagement,1999,4(3):259-278.္ିܔఒြӁളྟԷྍ,๙ݖᆩ്֥০Ⴈ[7]Day,.,TheCapabilitiesofMarket-DrivenOrganiza-ิശࣩᆚႪ൝;ႏཧದჴᄝܤग़ބ܂ႋഅቆᆮ֥tions[J]JournalofMarketing,1994,58(4):146-158.ྸ؟Ҫ૫ބॴᄀྸ؟ᆯିࣉྛ֥ૡ్๙,ླྀט(责任编辑:晓 轩))112)
