战略营销视角下的营销资源辨析

An Analysis of Marketing Resources Based on Strategic Marketing

营销资源是营销力形成的物质基础,也是企业构筑市场竞争优势的最初来源。企业要打破营销职能疆界,以营销资源的价值性和相对独特性为标准,对现有和欠缺的营销资源的类型和重要程度进行辨析,并针对不同性质的营销资源采取不同的择取方式,即核心性营销资源采取内部开发和内部培育;潜力性营销资源采取内部培育引导;共享性营销资源采取外部合作为主,外部交易为辅;对一般性营销资源采取外部交易,从而实现资源最大化和企业的可持续性发展。

Marketing resources is the material basis of the marketing strength and the original source of the enterprises competitive advantage.Enterprise needs to break through marketing functions border,take the value of marketing resources and unique as the standard,analyze existing and lack of marketing resource type and important degree,and choose different ways for the different nature of the marketing resources,that is,the core of marketing resources uses internal development and cultivation,potential marketing resources take internal cultivation guidance,sharing marketing resources gives priority to the external cooperation,and take external trade as a supplement,then general marketing resources take external trade,so as to realize the resource maximization and sustainable development of enterprise.