关键词: 企业交流,动态能力,竞争优势

Abstract: Corporate communication is an important tool by which a corporation can gain competitive advantage in the dynamic and complex environment. Dynamic capability of a corporation is the core driving force of corporate communication management. On the strategic level, a corporation should adjust and design its corporate strategy, corporate culture and corporate communication strategy in accordance with environmental changes by means of perception, creation, integration and reconfiguration of communication resources. On the operational level, a corporation should depend on the support of organizational structure and the guarantee of information technology to facilitate the effective implementation and mutual connection of internal and external communication, so as to promote the implementation and realization of corporate communication strategy. The assessment, analysis and feedback activities of corporate communication can connect the strategic level and operational level, enacting them to form a virtuous circle.

Key words: corporate communication; dynamic capability; competitive advantage