814 
1715高质量发展作为中国经济的重要目标，要求企业注重增长质量，而这建立在对市场的深刻洞察与理解之上。营销能力作为将市场信息转化为经济效益的关键机制，与企业增长质量密切相关。然而，现有文献在解析中国企业营销能力的具体维度及其对企业增长质量的影响方面尚显不足。本研究以181家不同行业的中国企业为样本，通过访谈调查，采用嵌入机器学习的LDA主题模型结合扎根理论分析框架，提炼出12项具体营销实践活动，归纳出4种核心营销能力及其间的13项关系结构。研究结果表明，在4种营销能力中，市场战略规划和品牌管理直接驱动长期竞争力培育与品牌资产积累，关系管理和数字营销创新能力则通过快速响应与技术赋能，间接提升增长质量。此外，通过与西方企业对比，本研究总结了中国企业营销能力的独特特征，并结合定量分析揭示了不同特征企业在关键营销能力上的表现差异。研究系统解构了营销能力的构成维度，阐明了其促进企业增长质量提升的内在机制，弥补了现有研究主要基于西方样本的局限性。
高质量增长目标下中国企业营销能力构建——基于企业市场高管的调查研究
摘要
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引用本文
高曦含, 高原, 顾晗, 等. 高质量增长目标下中国企业营销能力构建——基于企业市场高管的调查研究[J]. 外国经济与管理, 2026, 48(5): 129-152.
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