基于营销资源配置的企业营销力分析

An Analysis of Marketing Strength Based on the Marketing Resources Disposition

基于战略营销的视角,立足企业整体层面,以营销资源为对象,以营销资源配置为手段,构建基于营销资源配置的企业营销力理论框架,并对基于营销资源配置的企业营销力与基于市场的企业营销力进行比较剖析,指出企业营销力生成的过程是企业营销资源经过识别、择取、激活、融合后创造出新资源和新价值、获得持续竞争优势的创新过程,从而扩大对营销力研究的视野,使企业营销力的评价更加全面、客观,为企业营销力的提升提供更多的机会和可能.

This paper, based on strategic marketing and the entire enterprises and targeted to marketing resources by means of marketing resources disposition, makes a view of the marketing strength generation mechanism in dynamic environment and constructs enterprise marketing strength frame based on the marketing resources dispositiorL We put forward that the process of marketing strength generation is the innovation process of marketing resources to create new resources and new values and to achieve sustained competitive advantage through the identification, selection extraction, activation, integration to make the enterprise marketing strength evaluation more comprehensive,objective, for the promotion o{ enterprise marketing to provide more opportunity and possibility.