| Competition is a permanent theme of enterprise management and only those that adapt themselves to the fierce market competition condition can survive and develop. Enterprises that intend to survive and develop have to possess unique competitive advantage and develop core competence.The "resource-based view" conceives that developing of core competence is based on enterprises' possession of competitive resource. When the capabilities that can utilize the resource effectively have the characters that are valuable, unique and difficult to imitate, then they are turning into core competences.An enterprise can generally develop its core competence from some different ways—capital, human resource, operation mechanism, information and technology. But it is not necessary to get absolute advantage in every aspect; they should develop the core competence in at least one aspect. Under the condition of weak competitive strength, Medium-and-small-sized enterprises have to analyze their actuality, think their characters, find the important factors of management and discover the breakthrough materials that can be used to develop competitive advantage and core competence.This article just takes Xingchuang automatic engineering company as an example. In the article, I analyze the industry background, operational environment and enterprise's condition of itself, identify the key business factors. In according to the results of analysis, I put forward a conclusion that Xingchuang Company should found a distinguished marketers-management system and a high-efficient marketing-information-system and make these two systems as the source of its core competence. As for the marketers-management system, I aim at the characteristics of the engineering marketing and propose for how to form this system, which include selecting, training, arranging, assessing and encouraging the marketers. The marketing-information-system includes how to collect, analyze, classify and...
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