Antecedents and the Influence on Marketing Innovation Performance -Based on Dynamic Marketing Capabilities from the Perspective of Knowledge

This article discusses, from the perspective of Knowledge Management Process, capability categories and measurements of Dynamic Marketing Capabilities, cultivation of enterprise IT competence, marketing team support, and the relationship between three factors of marketing personnel autonomy, dynamic marketing ability and marketing innovation performance. Further, the article makes a research hypothesis and uses the AMOS18.0 software to analyze data from 450 enterprise samples to test the hypothesis. The result shows that Dynamic Marketing Capabilities directly affects marketing innovation performance and that IT competence and marketing team support greatly influence Dynamic Marketing Ability while marketing personnel autonomy affects little.