以核心竞争力塑造为目标的营销策略研究

Marketing Strategies Targeting on the Formation of Core Competitiveness

在企业营销活动中,营销策略被模仿和营销策略雷同现象比比皆是,问题的关键是这种状况并不一定能够给企业带来持续的竞争优势。企业只有以塑造核心竞争力为目标,方能保证在市场上拥有持久的竞争优势。以塑造企业核心竞争力为目标的营销策划活动,本质上要求企业从更广泛的领域以更长远的眼光来考虑各种问题,并以能获得企业核心竞争力为目标来遴选最佳的营销方案,而不仅仅是能在短期内提高利润,或者是仅仅能在未来一段时间内扩大市场份额。塑造企业核心竞争力,应是营销策略制定和选择的重要标准。

In marketing activities, strategy imitation or similar marketing strategles abound everywhere. However, these might not result in sustainable competitiveness to enterprises. Only by targeting on forming its core competitiveness, could an enterprise maintain competitive advantage in the market. To take marketing activities aiming for the creation of core competitiveness requires an enterprise to plan from a wider point of view and in a long run, select the best marketing project which could help obtain the core competitiveness, not which could only improve the profit in short terms, nor which could only enlarge the market share in a span of future time. Therefore, the erection of core competitiveness should be the key planning and selecting criteria for marketing projects.