Advantage Of The Marketing Mix On The Hemisphere Company Advantage Marketing Mix Strategy

According to the analysis on the environment and internal operation of enterprises, Michael Porter 's model of attractiveness of market, and theory of industry life cycle, this paper shows that in order to get competitive advantage in terms of strategy,an enterprise has to analyze and select the industry it will enter and master the proper opportunity. Based on the analysis on value chain, it demonstrates that in oredr to obtain advantages over competitors, an enterprise must obtain advantage in every phase of value chain. So it is pointed out that it is necessary to reorganize the value chain and create new structure. When studying the advantage comparesion of an enterprise and its competitors, the author proposes the segmentation of value chain, especially in terms of marketing phase and points out a theory of marketing five elements, and forms an advantage marketing mix map, and also shows a set of segmentation variables and evaluation index. In conclusion, the author proposes the basic principle of creating marketing advantage according to the advantage marketing mix map.At the last part of the paper, the market environment is studied, and it is pointed out that the analysis and creation of marketing advantage must be combined with the situation of our country, and rent-seeking is also one important marketing method.