Study Of Development And Utilization Strategy Of Market Resources

Resources are the source of the value creation for enterprises,the survival and development of enterprises depends on the resources.The traditional concept of enterprise resource only limited resources in the scope of enterprises owned or controlled,which ignore a number of enterprises resources under the control.Today increasingly homogeneous in terms of resources,increasing costs of development and utilization of resources,to expand the scope of enterprise resources,in particular,the market environment are the existence of market resources of great significance to the enterprise.The market resources exist in the market is very important for enterprises.On the basis of the market theory,enterprise resource theory and resources marketing theory,combined with the enterprise market environment and the practical application of market resources,using normative analysis methods to define the concept of market-related resources,this paper presents the definition,content, classification and characteristics of market resources,and detailed analyst the value of market resources for the enterprise,clarifying the market value for the enterprise,and further put forward some effective and feasible strategy for the development and utilization of market resources,achieving the definition of the concept and application of the preliminary study on the strategy of market resources.Market resources are the resources existing in the market environment and can be used to set up and develop competitive edge in the market for the companies.Market resources expand the scope of the enterprise resources and enrich the connotation of the enterprise resource.Based on the resources value and the utilization of the degree of market resources,this paper divided market resources into product resources,brand resources,market demand,resources,scale and scope of the market,channel resources,market information resources,and transactions style resources.Different from the general resources of enterprises,market resources have the level,open, competitive and non-competitive characteristics.Subsequently,this paper value of market resources analyzed for the enterprise, recognizing market resources are all factors associated resources with enterprise and the market,and plays an important role in the relationship of them.Products resources and brands resources are carrier of available market value from enterprises.Channel resources,market resources and information resources are platform for market and enterprise to transact and exchange the market value.Market demand resources and scale and scope of market are the core resources,which are the starting point and end point of creation value of enterprise.The value of market resources embodied in it is the value of value creation and transmission for enterprise,playing the role to transfer and exchange resources value.At the same time,the different market resources have different but related values for enterprises.On the basis of defining the concepts and value analysis of the market resources,in accordance with the practical application of market resources,this paper try to explore viable strategy of developing and utilizing of market resources.We recognize the market resources have both internal and external resources property characteristics,and develop and change with the external market environment,which bring more difficulties for development and utilization of market resources.The possible ways to develop and utilize market resources include accessing external resources strategy,focusing resources strategy and integrating resources strategy.