The Research Of No-boundary Marketing Knowledge Management Model

Marketing environment is becoming more competitive and dynamic, customer demands are becoming individuation. Marketing concept change can be list as follows: 4Ps,4Cs,4Rs,4Vs. Marketing Knowledge management is very essential to improve marketing ability, increase sale performance, and improve competitiveness.There is more study focus on marketing knowledge management in-company, but little out of the company. Outer members, such as customers and suppliers, were only as one of sources to collect knowledge.It is no doubt that outer members, including customers, dealers, competitors, suppliers and knowledge institutions, are very important to company. Outer members have positive or negative influence on the company. The action of outer member knowledge management is helpful to improve company competitiveness.The relative literatures about marketing concept and knowledge management are reviewed. On this base, a new theory, model of company No-Boundary Marketing Knowledge Management (NBMKM) was put forward. Then, Empirical analysis was conducted, and how to construct the platform of NBMKM were suggested.According to the model of NBMKM, the subject of marketing knowledge management is no-boundary. The subjects are including not only the members inside company, but also the members outside company. The subjects are including the kind of customer, supplier, competitor and others. The knowledge of NBMKM model is no-boundary too. All members of NBMKM model are the dynamic uncial or balanced body. The company acts as the role of organizer and regulator. The purpose of implement NBMKM is to improve company marketing competitiveness.Observed from the point of knowledge management, some marketing models are the knowledge management of managing outer member of company. For example, knowledge marketing is the knowledge management of managing customer; academic marketing of some pharmaceutical enterprises are managing doctors knowledge; in the auto industry some company trained dealers, even sent technicians to distributors, in order to improve the knowledge level of dealers; it will raise the knowledge level of suppliers, when company evaluate suppliers capability.Because there are some outer members in NBMKM model, it is more difficulty to control knowledge management, the process of knowledge management may not be very strict. In this paper, some exploratory suggestions for platform of NBMKM are provide.