The Research On The Model Construction Of Sustainable Marketing Capability Of Chinese Enterprise And That Of Strategies For Its Promotions

With the rapid development of economy in and out of China, environments our companies are faced with become more and more complicated and internationalized. In the face of the complicated and dynamic market environment, adapting market changes rapidly and constantly through the constant marketing capability has become an important problem that many companies achieve sustainable development.Based traditional marketing theory and marketing capability theoty,and combined with analysis on competitive condition between many companies in China, this paper educes model of sustainable marketing capbility,and discusses structure of the model and meaning of every element. Based these, this paper analyses the problems that companies cultivate and upgrade sustainable marketing capability, and puts forward to countermeasures.This paper can be divided into 4 parts: part one is theory research, including research on marketing capability, sustainable marketing and sustainable marketing capability, part two put forward to basic model of company's sustainable marketing capability under dynamic market environment based on part one; part three analyzes actuality of companies cultivating and upgrading sustainable marketing and advances problems that companies cultivate and upgrade sustainable marketing capability; part four advances paths and countermeasures of cultivating and upgrading sustainable marketing capability, based on marketing actuality of companies in China.