Study On Marketing Force Management Based On Resource And Competition

Began with two base points: resources and competition, and according to the Enterprise Resource Theory, Enterprises Power and Competition Power Theory, Classical and Modern Marketing Theory and Enterprises Security Management Theory, this dissertation uses the research results of those related marketing theories to redefine the basic definition of marketing force. This dissertation considers that marketing force is a composition of forces, which integrates the interior and exterior resources effectively, puts the optimization and the efficiency collocation in marketing, consolidates, improves and transforms the resources into competition power, then finally makes the enterprises gain the market advantage and sustainable development. On this foundation, this dissertation proposes the concept of marketing force management for the first time, and points out that marketing force management are a series of management activities that help the enterprises gain the competition advantages, including in accord with the strategy target, taking the marketing force as the object, on the foundation of the evaluation of the existing marketing power, then through analyzing and identifying the actuality of marketing force, focusing on the cultivation and improvement of marketing, supervising, controlling, preventing and repairing those potential marketing risk and crisis, and controlling the life cycle of marketing force effectively. Based on the analysis to the connotation of marketing force management, this dissertation proposes a framework and a model of marketing force management. Furthermore, it develops and improves the basic theories in marketing force and marketing force management. With particular analysis and research in each theory content, this dissertation puts forward and discusses several theories in marketing force and marketing force management: Generative Theory of Marketing, Synergy Theory of marketing force, Dynamic Theory of marketing force, Management Process Theory of Marketing force, Value Chain Theory, Ecology Theory and Integration Theory.Generative Theory of Marketing Force analyzes the interior and exterior generative system. The enterprises competition power indicates its external characteristics, and the enterprises competence indicates the internal characteristics. The enterprises competence is the origin of the enterprises competition power, comparatively, the enterprises competition power is the origin of the external competition advantage for the enterprises. Taking the marketing force management as a sticking point, the resources endogenetic transform system makes a bridge from advantage resources to competition resources and durative resources, and which is thedeep-seated reason of the production of marketing force management. Synergy Theory of marketing force researches the relationships between the subpowers of marketing, the synergy relationship between the subpower and the integration. Marketing force management includes two aspects: one is the synergy relationship between a single subpower with other subpowers, the other is the synergy evolution between the subsystems of marketing, and the synergy evolution only happens when the subsystems have the symbiosis relationship. The synergy relationship between different departments of the enterprises is the main object in this research. From the point of hydromechanics in physics, Dynamic Theory of marketing force mainly researches the relationship between the subpower with the three-dimensional interspaces of competitors, customers and cooperators and its effect;Management Process Theory of Marketing force proposes a flowage structure system model of marketing force management, and analyzes the execution and controlling processes of marketing force management;along with the main line of value creation and increment, Value Chain Management Theory of Marketing force puts every value activities of in a whole chain structure from the point of value chain, and with scientific management method, to improve the ability in value increment of each part of the value chain, and at the same time, make them as an organic integration, create the enterprises core competition and improve the competition advantage. In order to construct and optimize the value chain, the hypostasis of value chain management of marketing force is the amelioration and consolidation of the internal value creation system, for the maintenance of the ability in value creation, and based on this concept, this dissertation analyzes the main content of the value chain management reasonedly. Ecology Theory of marketing force is simulating the management targets—marketing force as a natural objects and the ecosystem, and simulating the marketing force management environment as the ecology environment, and using the theories and methods in Ecology to analyze the framework, function structure, dynamic development and the related theories to the dynamic exchange theory in marketing environment of management ecosystem. It is the key point in the ecology research of marketing force management that simulate the relationship between marketing force management and environment as relationship between an ecosystem and ecology environment .Furthermore, this dissertation mainly analyzes the composition of the ecology environment of marketing force management and the mutual effect and relationship with the environment. Integration Theory of marketing force management uses five basic fields in Integration Theory to analyze the concept and connotation of marketing force management, and then build a system model in integration marketingforce management. Integration marketing force management is a process and activity in taking different kinds of enterprises resources and marketing force subpowers as many integration units, and in a certain integration condition and integration environment, using certain integration model to make them become an organic integration, and then collocating and using reasonably in marketing force concept. From this definition we can make this conclusion, marketing force management includes two aspects of connotations: one side is the issue of marketing force integration;the other is the activities of marketing force management integration.On the basis of the seven theories, this dissertation proposes a viewpoint in strategic marketing force management, the framework and the idea based on the life cycle. In view of enterprise strategy, the strategic marketing force management breaks the function border, puts the marketing force activities of enterprises into the overall strategic management activities of the enterprises, and takes the enterprise life cycle as the main line, through the identification, cultivation, integration and promotion to make the enterprises marketing power, to ensure the continual development of the enterprises. The strategic marketing force management discusses the essential countermeasure in strategic marketing force management from three dimensions in the marketing civilization integration, marketing strategy integration and marketing policy integration, this theory believes we should divide the cultivation strategy into two stages, which mean to identify the resources essential of marketing and cultivate the identified marketing force essential. The enterprises resources identification is the precondition and base of marketing force cultivation. In marketing force integration strategy, this dissertation proposes the enterprises should take measure from the marketing force civilization integration, marketing strategy integration and marketing policy integration, its basic integration model is marketing function integration, mainstream integration model is marketing strategy integration, and the most advanced is marketing civilization integration. In the strategy of marketing improvement, this dissertation proposes, in different stages, according to different conditions, through the innovation in marketing and information, the enterprises should follow the life cycle discipline, resume and improve the marketing force power.The marketing power evaluation evaluates the marketing power with the ration analysis method. It may provide the objective evidence for the enterprises ' development, simultaneously, enhance the enterprise marketing force with the data support. Comparing with the reference in mathematics method, the enterprises should divide its advantage and the disadvantage into the marketing power componentconcretely. The marketing force evaluation introduces the goal, function and the basic principle of marketing force evaluation firstly. Secondly, it gives a specific analysis of the target system of marketing force evaluation, which is the level system of marketing power to constitute the respective subpower and force component, and makes the structure of flow chart and the evaluation model of marketing power evaluation. It analyzes the target system of marketing power evaluation, which is the level system of respective subpower and force component in the constitution of marketing force, and makes the structure of flow chart and based on octagon evaluation model of the fuzzy evaluation.The safe management of marketing force mainly analyzes and researches the crisis management and the risk management of marketing force. The crisis management of marketing force defines the concept, characteristic, symbols and basic contents of the crisis management of marketing force. The risk management of marketing force analyzes its reasons, characteristic, the key content, and introduces the method and the way of the risk management of marketing force.