| This dissertation is intended to study the conception, composition and importance of the marketing ability of the Small and Medium-sized Enterprises of Food (called SMEF for short) from the angles of creation, ability and marketing theories. It analyses how to advance the marketing ability and other several key points, putting forward a theory framework to study the marketing ability of SMEF, and some measures to innovate the management of marketing ability. Chapter 1. The Introduction .The writer brings forward an issue from different angles of time features, tasks of SMEF and challenges they face, chances to solve the problem. It clarifies the intention and significance of the study. It finds the basis of the study and the defects of previous studies on the ground of the past, defines the study tasks, and outlines the clues and methods of the study. It makes a series of hypotheses and reveals some innovation points of this study. Chapter 2. Theoretical Analysis of SMEF Marketing Ability .This chapter tries to find the internal logic of the study, make some theoretical thought of relative problems, and set up a framework of theory analysis, thus it can be considered the theoretical foundation of the study. This chapter is divided into two parts : (1)It makes a theoretical thought of advancing marketing ability on the basis of building the conception systems of SMEF and fixing on the objects to analyze and study. (2)It examines the marketing ability from many angles, probes the intension and extension of marketing ability, and analyses the three components of it: basic elements, core elements and external elements. Then the dissertation brings forth innovation thoughts of marketing ability management and establishes a theoretical framework of the study called "3+1"systematical study of marketing ability. The dissertation sets an status and the value of the study. It analyzes the importance of soft resources especially the two vital soft resources to upgrade marketing ability. It consolidates the logic basements to study marketing ability from basic factors (market driving, honesty and credit, marketing culture, marketing capital, and endowment of marketing function) and marketing ability management innovation. Chapter 3. Market driving is Internal Demand to Advance Marketing Ability. This chapter includes four parts:(1)the contents and meanings of market driving.(2) the features of market driving organizations.(3) Market driving is the interest driving of consumers, which is composed of legal rights and mental demands. The former is prerequisite, and the latter practical, the satisfaction will embody the demand of market driving better. (4) The gap between SMEF and the demand of market driving. This chapter analyses the problems and causes of SMEF about market driving. Market driving strategy is systematically discussed in this part. Chapter 4. the Principles of promoting the honesty of marketing ability. This chapter includes four parts: (1)exploring the essence of honesty and credit. (2)analyzing the impacts of honesty and credit to marketing ability and exploring the internal necessities of it that analyses marketing ability by honesty and credit.(3)analyzing the dishonest actuality and causes of SMEF.(4) analyzing the key problems of honesty degree of SMEF, conceiving the system of honesty construction of SMEF, and designing the strategy to bring forth honesty. Chapter 5. The Cultural Push of Marketing Ability of SMEF. This chapter includes three parts: (1)revealing the marketing cultural content and components. (2)analyzing the functional mechanism of marketing culture and the functional courses of how the marketing cultural medium system(basic medium,core medium,assistant medium) affect realizing the target of marketing systematization and promoting of marketing ability. (3)the construction of SMEF of marketing culture. This part analyzes two key points of marketing cultural innovation: try to be characteristic and construct a green marketing culture, then the article expatiates on "three combinations"of marketing cultural construction of SMEF. Finally it explains the solidity and supporting points and conformity ways of marketing cultural construction are also analyzed in this part. Chapter 6. The Capital Support of advancing marketing ability. This chapter includes four parts: (1)In general, the article distinguishes the relationships between marketing capital and marketing ability. (2)It analyzes the status of substantial capital and its effects to marketing ability. (3)It also analyses the status of human capital (entrepreneur, marketing majordomo, stuff) of SMEF, its effects to marketing ability and optimizes the conformity. (4)Finally the dissertation analyses the contents and characteristics of social capital, and the function of advancingmarketing ability. Besides, it explores the situation of lack of social capital and how to affect marketing ability. Chapter 7. The Marketing Ability of SMEF and Endowment of Marketing Function. This chapter studies the effects of organizations to marketing ability, discussing how to promote marketing ability by organization reconstruction . This chapter includes four parts: (1)It brings forth the conception of the endowment of marketing and marketing-type organizational, analyzing their contents, features and how to advance the marketing ability. (2)It explores the internal necessity of the endowment of SMEF on the background of the development, characteristics and efficiency of marketing endowment. It also raises a proposition that we should change the nature of organizations in order to promote the marketing ability. (3)The dissertation makes a quantitative analysis as to the degrees of the endowment of marketing of SMEF. (4)It finally ponders about the tactics of the endowment of marketing of SMEF. Chapter 8. The Innovation of Marketing Ability Management. This chapter is composed of three parts: (1)It discusses the contents and significance of innovation of marketing ability management. It puts forward the conception of marketing ability management, expatiating the relationships between management and innovation. This part also brings forward the ideas of double direction management. (2)It analyses the basic problems about interior marketing ability of systematic management of SMEF: identifying, evaluating, controlling, and conformity; The dissertation explores the possible ways of cultivating and advancing marketing ability such as: foundation, flexibility, study, rational designing, training, benchmarking, network marketing and management, and so forth. (3)Finally the dissertation discusses the outer-directed extending marketing ability of SMEF, pondering systemically over possible ways such as: strategic league , the learning from mighty enterprises and the deep development of outer resources.
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