Marketing Measurement And Firm Value

In the 21st century, economic globalization both opportunities and challenges for the enterprises. The enterprise's products go to the world, and face competition from global companies. In the enterprise business activities and behavior, marketing has become the primary task and core work, marketing strategies and tools for success as gaining access to an important source of competitive advantage. Marketing capabilities and corporate R & D capability and operational capacity, compared to the enterprise value has a stronger impact.This study is committed to from the resources, and ability to view and perspective of the marketing idea to explore the enterprise which the enterprise marketing resources to bring in a competitive market advantage, and thus with the enterprise performance and enterprise value of the relationship, enterprises can affect The increase in marketing resources to bring value to the formation and strengthening of the factors or support resources.According to papers research purposes, this study focused on enterprise marketing resources, internal constituent elements and the interrelationship between these elements, as well as marketing elements of the degree of influence on the business value, so the research content is divided into six chapters, each chapter follows the main contents:Chapter I Introduction: This paper describes the research background of this study, research objectives and research questions, research methods and essay structure and the main innovation points, etc.;Chapter II Literature Review: Follow the concept of enterprise resources and capabilities concept and institutional theory, marketing, resource capacity and configuration of the theoretical context of the relevant research literature review and sort out a clear theoretical basis for enterprise marketing resources to explain the connotation of the concept of enterprise marketing resources, and further clarifying corporate marketing resources and capabilities and business performance, corporate value of the relationship between the relevant theories. Marketing resources for the study from the content point of view, most of the theory of enterprise marketing resources available features and content; there are a number of studies focused on marketing resources for the enterprises to create competitive advantage meansAnalysis of the enterprise and thus its performance (market performance and customer performance, etc.) relationship. As for the marketing resources and its impact on improving business performance research there are still inadequate, mainly focused on customer performance, market performance and financial performance of the research, very few related to marketing resources and business value research.Chapter III Research Model and Hypotheses: Enterprise value objectives, marketing measurement framework and research hypothesis: in the literature based on the analysis, further analysis of the constituent elements of enterprise marketing resources and their intrinsic role in relationships and all aspects of marketing resources and business relationships between the value of proposed research hypothesis and to establish research and theoretical models, by detecting the research study to confirm the initial assumptions and models. In this chapter, mainly from the financial targets start by selecting the values, the transition to a value driver, and from the value drivers in the field of management decision-making reflected in the form of specific operations, The natural transition to marketing management and financial management of these two areas of management decision-making, structure, logic, close, so that put corporate financial goals - to maximize corporate value and financial and marketing the combination linked up.Chapter IV Research Methodology: Based on the literature review the scales of marketing measurement, marketing assets and firm value have been designed. This chapter describes the major research activities with regards to, the operationalization of the research model constructs, the sample design and the questionnaire design. This chapter also includes description of respondent profile and the chosen statistical analysis methodology.Chapter V Data Anaysis and Discussion: enterprise marketing resources and the relationship between the value of empirical research. In this chapter, a total of 116 completed and effective responses were used to analyze. The assessment of reliability and validity of each variable used in this study has been performed using Cronbach'sαand confirmatory factor analysis. The basis of the data, the use of VAR models for ways to build marketing resource factors and the relationship between corporate value model to understand the corporate marketing resource elements of the business value of information and conduct analysis of data interpretation,Chapter VI Conclusions: This chapter deals with elaboration of the findings in the research, conclusions, limitations and future research.The main conclusions obtained are:1. In the research, the concept of marketing resources has been enlarged. Marketing resources contain not only the concepts based on the RBV, but also the concepts based on the institutional theory, e.g. the marketing background of CEO, firm culture and political factors.2. Based on the literature reviews and theoretical analysis, the marketing measurement framework has been constructed.3. In this research, the marketing measurement activities have been investgated.4. The interrelation among marketing measurement and firm value has been tested.