关键词: 国际企业, 市场知识开发, 市场适应性, 营销探索, 营销开发, 营销双元

Abstract:

To the international enterprises, turbulence and complexity of market make a higher market demands of adaptation. As the market knowledge development is the basis to build marketing capabilities and also a key factor in improving the adaptation of the enterprise. Based on the marketing ambidexterity perspective, this study introduces marketing exploration and marketing exploitation variables, to explore the market knowledge development to develop its market adaptation mechanisms of international enterprises. Through the 106 international enterprises research and analysis, this study found that: international enterprises through the market knowledge development could improve their marketing and marketing exploration and exploitation capabilities, and thus can improve their marketing capabilities and market adaptation, but excessive dependence on the marketing exploration or marketing exploitation, couldn’t improve those abilities or adaptations; international enterprises need to develop the market on the basis of knowledge, but through the balance of marketing exploration and marketing exploitation activities, could improve their marketing capabilities and market adaptation effectively; international enterprises’ marketing capabilities could significantly increase its market adaptation.

Key words: International Enterprises, Market Knowledge Development, Market Adaptability, Marketing Exploration, Marketing Exploitation, Marketing Ambidexterity