The Research Of Basic Modes Of Competitive Marketing

Most enterprises are all facing a new competitive times when enters 21^st informational economical times. With the quickly development of the information and the wide spread of the network, the traditional market have already made a huge change, so was the marketing theory. Facing the new environment, competitive thought must penetrate every step of the marketing and promote its marketing competitiveness if enterprises want to succeed in the marketing competition. But enterprises' cultivation depend on their competitive thoughts, that is from traditional marketing to competitive marketing, making a huge change on the marketing management. Competitive marketing play a more and more important role in the business administration. Any enterprises that lack of marketing competitiveness and neglect the importance of competitive thought will not be able to survive.When talking about China's marketing problems, Professor Philip kolter points out: In China, many enterprises' marketing department is a following and acting department but not a independent department. Their work is just selling products, however, marketing is not only selling products but also choosing and cultivating the market under the competitive direction. So marketing department should use competitive method, cultivate competitive though, and act competitive marketing in its marketing.This paper bases on the modern marketing theory, modern competitive theory and marketing competitiveness, on the foundation of comparative analysis of traditional marketing and competitive marketing, have probed into the intension, characteristics market model, and basic mode of competitive marketing, so as to offer a new idea and method for the study on marketing of Chinese enterprises, and leading enterprises' marketing in order to prepare for the competition in the informational economical times.In the world at present, Competitive Strategic Marketing, Offensive Marketing, Profit Marketing, Resource Marketing etc. are all basic modes of competitive marketing. This thesis has carried on key research to the marketing mode of the strategic Marketing and Offensive Marketing mode mainly. Chapter 45^th has mainly researched the intension, characteristics, strategic marketing strategic emphasis, the implementing procedures and concrete tactics. Chapter 5^th has described the intension, characteristics, offensive marketing strategy emphasis, the implementing procedures and concrete tactics. Chapter 65^th proceeded with a case of TCL's mobile phone, analyzing the case in term of studying in competitive marketing, thus practicality and effectiveness of strengthening the thesis and studying.