【摘要】 随着数字技术的发展，商业环境正在转变为数字生态系统。只提供事后反馈的传统顾客，在与企业交互过程中，可以利用数字设备实时分享使用信息，逐渐演变成数字顾客。顾客使用信息的实时分享，使企业动态精准把握顾客需求成为可能。传统企业如何依托数字技术发展新能力，以满足顾客动态化、个性化的需求，成为学术界和实践界共同关注的话题。本文辨析了数字经济背景下顾客导向的内涵，并进一步在现有研究基础上凝练出了数字顾客导向的4个维度：数字顾客定位理念、交互价值创造理念、数字平台化运营理念和数据驱动决策理念。通过对378家制造企业问卷调查，实证检验了数字顾客导向下企业数字营销能力对企业竞争优势的影响。本文研究发现如下：第一，数字顾客定位理念、交互价值创造理念、数字平台化运营理念、数据驱动决策理念是企业数字营销能力的重要动因。第二，数字营销能力的形成，能帮助企业降低成本，提升市场响应速度和定制化能力，进而提升企业竞争优势。第三，数字营销能力对速度优势和定制化优势的影响，受到市场动荡的调节。本文探索了数字营销能力的动因及其对竞争优势的影响，对于企业在数字时代竞争中，如何把握新机遇、获取竞争优势具有重要的理论意义和现实意义。更多还原

【Abstract】 With the development of digital technologies, the business environment is transforming into a digital ecosystem.Traditional customers, who previously only provided feedback afterwards, are gradually evolving into digital customers as they share usage information in real-time through digital devices during interactions with businesses.This real-time sharing of information enables businesses to dynamically and accurately understand customer needs.A key question for traditional companies is how to leverage digital technologies to develop new capabilities that meet the dynamic and personalized demands of customers, which has become a focal point for both academia and industry.This paper clarifies the concept of customer orientation in the context of the digital economy and identifies four dimensions of digital customer orientation based on existing research: digital customer positioning, interactive value creation, digital platform-based operations, and data-driven decision-making.Based on a survey of 378 manufacturing companies, the paper empirically examines the impact of digital marketing capabilities under digital customer orientation on corporate competitive advantage.The findings reveal that: first, the four dimensions of digital customer orientation are key drivers of a company’s digital marketing capabilities; second, the formation of digital marketing capabilities helps companies reduce costs, improve market responsiveness and customization abilities, thus enhancing competitive advantage; and third, the effect of digital marketing capabilities on speed and customization advantages is moderated by market turbulence.This study provides important theoretical and practical insights into how companies can leverage new opportunities and gain competitive advantages in the digital era.更多还原