Abstract: Marketing dynamic capabilities (MDCs) is critical capabilities to firms for responding continued environment changes, and possesses important value to export firms achieving and sustaining international market advantage. This paper under the frameworks of dynamic capabilities views and contingence theory, explores the mechanism of MDCs promoting export performance (EP) in Chinese export enterprises. The empirical analysis find, using data collecting form 328 export firms, that MDCs positively promotes EP. Meanwhile, the internal and external contingency factors impact on the relations of MDCs and EP: culture intelligence and culture distance positively modulate the relations of MDCs and EP, while risk propensity and institution distance negatively modulate this relations. The finds provide several managerial implications to export enterprises for developing MDCs, and promoting EP under the diverse inter- and exter-contexts.

摘要： 营销动态能力是企业响应持续环境变化的关键能力，对出口企业获取和维持国际市场优势具有重要价值。在动态能力观与权变理论框架下，探讨出口企业营销动态能力提升出口绩效的作用机制。运用我国238家出口企业数据进行实证分析发现，营销动态能力显著提升出口绩效；同时，内外部关键权变因素影响营销动态能力与出口绩效的作用关系：文化智力和文化距离正向调节营销动态能力与出口绩效的关系，风险倾向和制度距离负向调节营销动态能力与出口绩效的关系。研究结论为出口企业培育营销动态能力，并在不同内外部环境条件下运用营销动态能力提升出口绩效提供管理启示。关键词：营销动态能力；动态能力观；权变因素；出口绩效