Study On Enterprise Competitive Advantage Based On Marketing Competitiveness

With the acceleration of economic globalization' course, home market gradually becomes international. Especially, because knowledge economics develops quickly and economics trade brakes national boundaries which reduce the distance between nations and areas since 1990's, economics relation of nations has been strengthened increasingly and world economy has become integrative. Our country 'enterprises face great competitive pressure .The key of whether an enterprise can sustainable develops is competitive advantage. Marketing competitiveness has become the critical capability which decides an enterprise' survival and development. Therefore ,the study on cultivation,maintenance and promotion of enterprise competitive advantage based on marketing competitiveness has great academic significance and practical value. This study adds a new perspective about the research on enterprise competitive advantage. It also enriches the research on marketing competitiveness, and can guide an enterprise how to built competitive advantage.This thesis firstly analyzes overseas and domestic research status quo ,and explains the intent, significance, route and content of it. Next, it expounds the concept,meaning,route and characteristic of enterprise competitive advantage, And it clarifies the main theory about enterprise competitive advantage, include Porter's competitive advantage theory, theory based on enterprise capability, theory based on enterprise resources, theory based on knowledge. The third chapter expounds the meaning ,basis and reason of creation ,composing index of marketing competitiveness. And it points out that based on resources base ,marketing competitiveness is created under the synthetical action of entrepreneur,enterprise' survival and development,competitive pressure and customers' needs and wants. It puts forward that marketing competitiveness has three facets, namely marketing core competitiveness ,marketing basic competitiveness , marketing assistant competitiveness. Marketing core competitiveness includes enterprise cultural competitiveness , enterprise strategic competitiveness and enterprise brand competitiveness. Marketing basic competitiveness includes product competitiveness, pricing competitiveness , marketing channel competitiveness and selling competitiveness. Marketing assistant competitiveness includes information competitiveness, harmonizing competitiveness and executive competitiveness. And it analyzes the relation between enterprise competitive advantage and marketing...