Study Of Resource Marketing Strategy In Seal Enterprise

Chinese seal enterprises often involve many business field, the seal products which the enterprises produce often involve many business field, such as heavy truck, passenger vehicle, electrical appliances, agricultural machinery, military industry and so on, along with the development of each business field, each business field shall occupy more resources, available resources is becoming more and more limited, the dispersion of resources cause low degree of specialization of production, lack of core competitive advantages. Also restricts the enterprise production capacity expansion to develop the market and the development of enterprise itself.This paper is based on resource-based theory, resource marketing theory, the theory of competitive strategy and the core competitive force and so on,combining the analysis of external business environment and resources available in seal industry, propose seal enterprises adopt resource marketing strategy which is based on resource when they formulate strategy, further puts forward the strategy of marketing resources, so-called resource marketing strategy refers to formulation and implementation of strategy should take resource as the key point, through the integration of limited resources available, to control the social resources,in the process of resources development, integration, transformation, to realize the increase of resource value, so as to realize the maximization of resources.Through the analysis of the general competition strategy of potter, the overall evaluation of seal enterprises' scale, equipment, technology, personnel, capital, market demand at present, seal enterprises have to implement centralization strategy creatively, and put forward the strategic positioning, focus internal high quality resources on the superiority domain, to make the superiority domain obtain better and quick development and form core business, simultaneously make full use of the resources, integrate the resources, develope the non-superiority domain,use operation platform and surplus resources,and take the wolves tactics to develop in all market segments by form of division and flexible mechanism,which makes invisible champions to solve the capacity restriction and dispersion of resources. Finally realize the maximization of the overall interests of the company.After that has discussed the resource marketing strategy plan, as well as strategic measures: through the establishment of one kind of mini-division which takes a customer developing as the main function, the development of key fields, under the premise of internal resource consumption, encouraging its self-development and rapid development under the premise that it does not affect the key domain development, or consume internal resources;establish proper organization structure,external cooperation factory joining and managing methods and measures of making invisible champions by outsourcing and integrating resources.Finally puts forward the kite line management mode and incentive mechanism to ensure the implementation of resource marketing strategy.This paper has provided a more practical strategic thought and method for the seal enterprises' development, and further enriched and deepen our seal enterprise strategic management research content in practice.