The Study On The Enterprise's Strategic Marketing Mode

The 21st century is a new economic era. Facing such a new environment, if enterprises would strengthen their competitiveness in the fierce competitions, the key is to cultivate and promote their marketing strength. And the enterprise's marketing strength depends on that strategic thinking on enterprise's marketing level, and an important transition in marketing management from traditional marketing to strategic marketing. Strategic marketing plays a more and more important role in enterprises' management and administration.Professor Philip-Kotler points out precisely while mentioning the weakness of marketing in Chinese enterprises: the marketing department is not a leading department in a lot of Chinese organizations, but a subsidiary or an operating department whose duty is only selling. And it is not marketing that let specialists of marketing do the selling. Marketing is seen as a kind of marketing competitive behavior through the leading of decision-maker. So marketing department should be put in a higher position where they would have the power to make the decision and implement strategic marketing.This thesis based on modern marketing theory, strategy management theory, enterprise's competition theory, marketing strength theory, on the foundation of comparative analysis of traditional marketing and strategic marketing, have probed into the intension, characteristics, model and basic mode of strategic marketing, so as to offer a new idea and method for the study on marketing of Chinese enterprises.Relationship Marketing, Ethics Marketing, Differentiation Marketing, Environmental Marketing, Resource Marketing etc. in the world at present, are all basic modes of strategic marketing. This thesis has carried on key research to the marketing mode of the Relationship Marketing and Resource Marketing mode mainly. Chapter 4th has mainly researched the Intension, characteristics, relationship marketing strategic emphasis, market model, the implementing procedures and concrete tactics. Chapter 5th has described the intension, characteristics of Resource Marketing, the forms and characteristics of very profit-making resource of enterprise, and Resource Marketing strategic emphasis, implementing procedures and concrete tactics, and has put forward the main designing idea of the Resource Marketing evaluation index on this foundation. Introducing a strategic managementtool--BSC, Chapter 6th has broken down the hamper of traditional marketingmanagement about operating effect, and put forward the strategic marketing model based on BSC. Chapter 7th proceeded with case, analyzed the case in term of studying in strategic marketing, thus practicality and effectiveness of strengthening the thesis and studying.