制造业企业营销能力维度的构建

Establishing the Dimensions of Marketing Capability of Chinese Manufacturing Enterprises: An Exploratory Study on Anhui

要打造制造业企业的知名品牌,营销的作用不可或缺。本文基于安徽的数据,在国内率先对制造业企业营销能力的维度进行了一项探索性分析。分析表明,制造业企业营销能力具备五种维度,即营销文化、营销战略和执行、营销研究、营销沟通和产品开发。本文的研究对企业的营销实践具有积极的指导作用。

The manufacturing industry is the footstone for a nation to achieve economic growth and internationally competitive advantages. Developing manufacturing industries, especially new-type manufacturing industries, is a necessary stage for Chinese economy. To creat well-known brands, the role of marketing is never an option. Using the data from Anhui, This paper takes the lead in exlporing the dimensions of marketing capability of Chinese manufacturing enterprises, and gets the five basic dimesions of markering capability, that is marketing culture, marketing strategy and implementation, marketing research, marketing communication and product development,and has an aggressive instruction function to the marketing practice.