摘要：企业领导者的创新欲望不仅受个人主观因素影响，也受各种客观因素影响。本文提出企业营销能力是影响企业领导者创新欲望客观因素的研究命题。通过建立对企业领导者创新欲望测量的“心理倾向”与“行为倾向”两个基本构面和测项，采用准随机区组经典实验设计的研究方法对命题进行研究检验。结论表明，企业的营销能力对企业领导者的创新欲望具有显著性正向影响。根据本研究结论，要想提高中国企业自主创新活跃度，就必须有效提高企业的营销能力。

Abstract: Enterprise leaders’ desire for innovation is determined by various factors, both subjective ones and objective ones. A hypothesis that marketing capabilities play an unavoidable role in the self-innovative desire of enterprise leaders is proposed. On the basis of two essential innovative dimensions and experimental factors of “psychological tendency” and “behavior tendency” that aim to measure enterprise leaders’ desire for innovation, the classical “quasi-randomized block” experimental mode was employed. Results suggest that the level of marketing capabilities has a positive and obvious influence on the innovative desire of enterprise leaders. Therefore, the marketing capabilities for Chinese enterprises have to enhance effectively in order to raise active degree of self-innovation for them.