Study On The Management Of Corporate Opportunity Resource

21st century is a brand new economic era, with the global economic integration, the promotion and application of internet technology, and the improvement of market mechanism, infinite opportunities emerge from the complex and ever-changing market environment. In such environment, how to find the inside and outside, dominant and potential marketing opportunities and how to turn those opportunities into resources become a main problem for enterprises. Only those who are able to obtain and find more potential marketing opportunities can improve their marketing power. And only by fully utilizing all kinds of opportunities in marketing can enterprises enhance their competitiveness and achieve faster development in fierce marketing competitions.But in marketing practice, enterprises only realize the contingency, event-based and time-based features of opportunities without considering opportunities as a kind of resource to explore, discover, develop and make use of. In theory study, scholars both at home and abroad only elaborated the connotation and extension of opportunities and how to carry out opportunity marketing etc, lacking of a resource-based view. The lack of systematically elaboration of enterprise opportunity management and study on enterprise opportunity resource marketing strategies makes it difficult for enterprises to use opportunities in practice. This paper thus proposes a new marketing idea based on resource-based view, opportunity theory and resource marketing.Combining case and theory study, quantitative and qualitative study, after searching and reading relative data and articles, basing on modern marketing theories, resource based view and opportunity theory, taking System Theory and dialectics as instruments, beginning with analysis on micro- and macro enterprise environment, the paper proposes the concept, content, features and management principles of enterprise opportunity resource theory. By the determination of the criteria for the classification of resources, the paper elaborates the classification and forming causes for enterprise opportunities, further studies the marketing strategies of enterprise opportunity resource from four aspects named explore, discover, capture and develop, and deeply study the methods and law of enterprise opportunity resource marketing, in hopes of providing enterprises with theoretical guides for their opportunity resource management and marketing practice.The innovation of this paper is to analyze and study all kinds of enterprise opportunities from resource based view. By reviewing and researching literatures from both home and abroad, through studying resource based view and opportunity theories, the paper takes opportunities as a kind of resource, and proposes the concept and connotation of enterprise opportunity resource, the strategies for enterprise opportunity resource marketing, seven ways for exploring enterprise opportunity resources and VIA exploring method. Following five clues, the paper summarizes methods such as chain-type, point, line and area step-by-step method, environmental monitoring method and product / market matrix analysis method to find the existing and potential opportunities resources. The paper also put forward ways for enterprises to enhance opportunity capturing abilities (including abilities for collecting, analyzing and using information, finding opportunities from threats, abilities to grasp the consumer trends accurately and decisive decision-making power), and ways and methods for enterprises to crossly, complementarily and integrated develop opportunity resources.