Study On Theory And Exemplification Of Strategic Marketing

Chinese economy and marketing have been improved in past several years. Even though, still confront many arduous tasks, such as how to make enterprises have continuous development with marketing, how to actualize strategic marketing, how to manage those knowledge in strategic marketing. These are the general problems to lots of enterprises in China.Strategic marketing was put up in 80' s of last century. Different from ba.sic marketing, strategic marketing is a kind of marketing activities which directly led by the superlative decision-maker as the beginning or meeting important transformation of enterprises. Strategic marketing could adjust enterprises to adapt to changes of external environment that is formulated with the development of market economy and changing of market environment. Meanwhile, the knowledge content in product is increasing and the role of product exploitation is more and more important, so enterprises should change from sell product to sell knowledge.This paper begins with the rise of strategic marketing, defines concepts of strategic marketing, differentiates strategic marketing with marketing strategy and strategic marketing with basic marketing, establishes the concept system of strategic marketing, sequentially demonstrates strategic marketing will leading the enterprises competition. Through analyzing the operation environment in China, current marketing in the mass implementing strategic marketing instances of enterprises and the investigation to strategic marketing actualities of Xi' An enterprises, some existing problems are found in strategic marketing implement. Due to these problems, combined with operation environment, the mode of enterprises strategic marketing implement, is discussed and four strategic marketing principals are pointed out, which are competition oriented, resources distribution asimportance, core advantages as foundation, giving prominence to STP. In the paper, 4x 5-matrix analyses in competition auditing is pointed out and the mathematical means to appraise costs and differentiations of enterprises are discussed. In order to implement strategic marketing smoothly, enterprises should establish KM (Knowledge Management) system in strategic marketing. Firstly puts up enterprises KM mode, secondly discusses KM operation patterns, then brings forward SM-KMS (Strategic Marketing-Knowledge Management System). At last, in this paper, the author takes BaoWei Company as an example, which is a state owned big enterprise in the transformation period. The author wishes it could give reference of how to start strategic marketing to the similar enterprises.