Value Chain Management Theory-based Marketing Practice

In Chinese market today, the environment that enterprises exist are confronting with unprecedented challenges. The customers' demands for the enterprises embody not only on the quality of products, but also on the related services. Customers focus on the value of customers, more than pursuing the functions of products. They make choices on purchase according to the perception of value provided by products and services. Therefore, the enterprises are facing with sharply variable and in-anticipated market environment. In today's competitive trend, how to comprehend and grasp the philosophy of consumers, and providing them with satisfied products & services are the major topic needed to study. In practice, the input of new thoughts so as to guide the marketing activities for enterprises is also urgent. Through the exploration on the marketing theory and research on the marketing process of "Challenger" shuttle conveyor, this dissertation analyzes the effect of reasons and measures of the value-chain management on the enterprises' marketing activities; and believes that such theory has potent applicable value on marketing activities for our Chinese enterprises.This article illustrates the author's viewpoint through the following five aspects:(Ⅰ)The macro environment where the train of thought on enterprises' marketing has changed: From three perspectives of reason, direction and measure related to the variation of brain of thought on marketing, it illustrates that the change of condition of market competition will inevitably compel the enterprises to introduce the new theory of marketing and put it into practice in order to retain advantage in competition. (Ⅱ)Service marketing: To provide more extra values following with the supply of original products has become the new highlight for the enterprises of same kind in their competition; and enriching the connotation of the enterprises' marketing activities benefits for strengthening their marketing advantages. (Ⅲ)The new train of thought on service marketing - the marketing operation on the foundation of value-chain theory: Regarding to the embody of the theory of service marketing on enterprises' marketing activities in details, the author analyzes its practical influences on enterprises through the study on the theory of value-chain management applicable to the marketing. (Ⅳ)The analysis on the marketing case of "Challenger" time-space shuttle aircraft: It introduces the marketing activities in which the author has involved; demonstrates the applicable significance of value-chain theory inenterprises' marketing activities by taking advantages of products' operation process and results, and indicates the inspiration which this theory brings to other enterprises.(Ⅴ)Conclusion: Through the analysis of theory and practical case, the author regards that by introducing the theory of value chain to enterprises' marketing operation, it will have strong applicable value in China's market. By the way of combination between the theory and practice, this dissertation focuses on the practical experience and innovation of marketing activities, with the expectation of offering the reference to the management and operation of marketing activities.