Research On Constructing Marketing Capability Based On Value Chain Synergy

The marketing capability is resources such as manpower, financial, material resources andso on which the enterprise has manifests in the marketing stratification plane synthesis, is muststand the concept which pondered in the enterprise overall stratification plane. Carefullyexamines the multitudinous enterprise marketing system efficiency low, the benefit differenceroot, often lies in the marketing system the constitutive property unbalanced and the marketingresources disposition constitutive property is improper. After enterprise's market scale achievedthe certain rank, the marketing construction integrity, the synergy and becomes the enterprisemarketing capability based on the marketing strategy constitutive adjustment and theoptimization the key. This research take the market marketing theory and the value chain theoryas the rationale, in view of our country enterprise some phenomena which appears in theoperation process, the choice conformity value chain enhances the marketing to work hard todevote oneself to for the research subject, through constructs the enterprise internal value chainand the conformity enterprise exterior value chain, the two organic synergy, the realizationenterprise constructs and enhances the marketing capability the goal. The research has theimportant theory significance and the strong application value. Main research content and resultas follows:Firstly, the marketing capability production mechanism seeks the source or origin. Firsthas carried on the limits to the marketing capability connotation, thought the marketingcapability is the enterprise to all resources in market marketing activity conformity utilizationability which own has, namely enterprise in marketing activity competitive ability, competitiveadvantage and marketing resistance joint effort. Including product capability, the pricecapability, the promotion capability, the shape image force and carry out the capability, and hascarried on the analysis to its various force components function. From this embarked, hasexcavated the marketing capability source, discussed its production mechanism. Thought howthe marketing capability root does lie in stimulates consumer's expense desire, but expends thedesire then is decided in the customer transfers the value, the customer transfers the value to bepossible to create in the value chain management process.Secondly, value chain system construction and synergy analysis. First has analyzed thevalue chain system. The value chain system is take increases the value as a center, by achievesthe value maximization through the redesign. Value chain system enterprise interior purchase,technical development, production, sales and service flow, As well as conformity and so onsupplier, customer in same place, Together for value maximization but diligently. Then willcoordinate the theory to apply in the value chain system, has established the mathematicalmodel which the value chain synergy. And has distinguished the value chain synergyopportunity, the type and the support system which the value chain synergy. Has the benefitassignment problem inevitably in the value chain synergy process, therefore finally has carriedon the gambling analysis in this chapter to the value link internodes relations.Thirdly, constructing the marketing capability that based on the value chain synergy. Firstseparately has studied the enterprise exterior value chain synergy pattern and the enterpriseinterior value chain synergy pattern, as well as enterprise interior value chain and exterior valuechain relations. Then based on the marketing capability production mechanism, has discussedthe value chain synergy and the customer transfers the value the creation. Transfer the valuecreation including the enterprise and customer's synergy and the customer;the enterprise andthe supplier, distributor's synergy and the customer transfer the value creation;The enterpriseinterior value chain synergy and the customer transfer the value creation. Finally, proposedsynergy product capability, the price capability, the brand capability, the promotion capabilitybased on the value chain and carries out the capability to construct the pattern, thus realizationenterprise marketing capability overall comprehensive promotion.Fourthly, the marketing capability appraisal based on value chain synergy. Mainly hascarried on the appraisal to the value chain synergy effect and the marketing capability effect. Inthe value chain synergy effect appraisal, has first established set of detailed appraisals targets,goes to the dimension, and then had determined using the analytic hierarchy process varioustargets weight, finally carries on the weighting to compile. The marketing capability effectappraisal then first adopted different method to carry on separately to five force components hasevaluated after testing, then in the use fuzzy mathematics fuzzy quality synthetic evaluationmethod has carried on the appraisal to the marketing capability.Fifth, case analysis. Take the automobile profession as the example explained howconstructs the marketing capability based on the enterprise value chain synergy. First hascarried on the analysis to the our country automobile profession marketing capability variousforce components, then proposed how constructs the marketing capability based on theautomobile enterprise value chain synergy, finally launches the appraisal to the marketingeffect.This paper uses the standard the theoretical analysis and the real diagnosis research unifies,the microscopic characteristic and the macroscopic behavior unifies the research techniquewhich, the qualitative analysis and the quantitative investigation unifies, and has the stressrespectively on each stratification plane and the side, can realize in the method innovation. Onthe theoretical model, the main method manages the operations research method, supposes thetime in the overall frame, will use the system analysis method. In these quantitative analysisand the theory deduction qualitative analysis unifies, has conducted the thorough research to theenterprise marketing capability promotion. Regardless of all tries hard in theoretically themethod to have the innovation.Firstly, theoretically innovation. Embarks from the system synergy thought, conformityenterprise inner and outer resources, and construction enterprise's inner and outer value chain.The selection enterprise manages several strategies -cost control, the technical innovation, newproduct development and the service, the brand construction and the promotion combinationwhich must adopt, synergy the theory using the value chain to enhance the marketing capability.Promulgates the phenomenon, proposed the question, obtains the conclusion, and from this thestrategy method which proposed, promotes the marketing level for the enterprise to provide thementality, appears for the government to be connected the policy to provide the theory basis.Secondly, method innovation. Mainly manifests in about the operations research and thesystem analysis method in the marketing capability research application. Both has rule thetheory to explain, and has the real diagnosis research, but also specially some system analysismathematical models and the certificate, try hard to form a complete theory system, this isdomestic compares with at present about the marketing capability introduction research has theobvious characteristic, is more thorough, also has the persuasive power. It has provided a newresearch route to study the enterprise marketing capability promotion.