数字营销能力:维度结构、量表开发及其对营销绩效的影响验证

财经论丛 ›› 2025, Vol. 41 ›› Issue (11): 86-98.

数字营销能力:维度结构、量表开发及其对营销绩效的影响验证

孟韬¹, 曹江², 邹歆鸬², 李晓飞²

1.东北财经大学国际商学院, 辽宁大连 116025;
2.东北财经大学工商管理学院, 辽宁大连 116025

收稿日期:2024-06-13 发布日期:2025-11-11
通讯作者: 曹江(1992—),男,安徽安庆人,东北财经大学工商管理学院博士生。
作者简介:孟韬(1975—),男,陕西汉中人,东北财经大学国际商学院教授;邹歆鸬(1985—),女,北京市人,东北财经大学工商管理学院博士生;李晓飞(1997—),男,辽宁阜新人,东北财经大学工商管理学院博士生。
基金资助:
国家自然科学基金资助项目(72072026);东北财经大学工商管理学院研究生科研项目(GSY202424)

Digital Marketing Capabilities: Structural Dimensions, Scale Development and Validity Testing

MENG Tao¹, CAO Jiang², ZOU Xinlu², LI Xiaofei²

1. International Business College, Dongbei University of Finance and Economics, Dalian 116025, China;
2. School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China

Received:2024-06-13 Published:2025-11-11

摘要/Abstract

摘要： 数字经济背景下,传统营销能力在实时互动性和数据分析能力等方面存在的局限性制约着企业发展。当前,关于数字营销能力的研究尚未形成理论体系,特别是维度结构及量表开发等基础研究仍处于起步阶段。鉴于此,本文探索了数字营销能力的结构维度,并进行了量表开发与有效性验证。研究发现:数字营销能力可以划分为数字环境扫描、数字信息聚合、顾客需求探索、数字制度制定和数字平台应用五个维度;本文开发的量表能有效测量数字营销能力的五个维度;数字营销能力对营销及时性和营销精准性有显著的促进作用。本文界定的数字营销能力概念维度不仅为后续该领域的研究提供了工具基础,还为企业在数字化时代中提升营销绩效提供了理论支持和实践指导。

关键词: 数字营销能力, 结构维度, 量表开发, 效度检验

Abstract: In the context of the digital era, traditional marketing capabilities have significant limitations in terms of channels and contacts, real-time interactivity and data analysis capabilities, which constrain the development of enterprises. Currently, research on digital marketing capabilities has not yet formed a theoretical system, and in particular, basic research such as structural dimension and scale development is still in its infancy. Therefore, this study aims to explore the structural dimensions, scale development and validity test of digital marketing competence, in order to improve the theoretical system of digital marketing competence and the related research on measurement tools. The article first defines the concept and divides the dimensions. By using the integration idea in qualitative meta-analysis, the core constructs in published case researches are recoded to refine the dimensions of digital marketing competence. Second, the digital marketing competence scale is developed according to the standardized scale development process. Finally, the predictors related to digital marketing competence are selected to test the validity of the digital marketing competence scale. The findings show that: first, digital marketing capabilities can be divided into five dimensions: digital environment scanning, digital information aggregation, customer demand exploration, digital system development and digital platform adoption. Second, it is valid to measure the 5 dimensions of digital marketing capability by using the 21-item scale developed in this paper. Third, digital marketing competence contributes significantly to marketing timeliness and marketing accuracy. The findings of this paper not only enrich the theoretical research on digital marketing capabilities, but also provide theoretical support and practical guidance on how enterprises can improve marketing performance in the digital era.

Key words: Digital Marketing Competence, Structural Dimensions, Scale Development, Validity Testing

中图分类号:

F713.50

孟韬, 曹江, 邹歆鸬, 李晓飞. 数字营销能力:维度结构、量表开发及其对营销绩效的影响验证[J]. 财经论丛, 2025, 41(11): 86-98.

MENG Tao, CAO Jiang, ZOU Xinlu, LI Xiaofei. Digital Marketing Capabilities: Structural Dimensions, Scale Development and Validity Testing[J]. Collected Essays on Finance and Economics, 2025, 41(11): 86-98.

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