多年来,营销能力理论的研究经历了由营销概念、市场导向、营销哲学、企业文化到能力维度、能力层次的发展过程,研究成果正逐步将营销能力与企业行为和活动要素紧密结合起来。这些理论成果为营销能力理论发展和指导企业实践发挥了重要作用。然而,营销能力理论的研究侧重于一般理 Over the years, the study of marketing capability theory has undergone the development process from marketing concept, market orientation, marketing philosophy, corporate culture to capability dimension and competence level. The research results are gradually combining marketing capability with enterprise behavior and activity elements. These theoretical achievements have played an important role in the development of theory of marketing capabilities and in guiding the practice of enterprises. However, the study of marketing ability theory focuses on general principles