Research, Corporate Strategic Marketing Capabilities Based On Customer Value

With the indetermination and complexity of environment of enterprise increasing, the enterprise at present faces the fierce strategic competition environment of the all-directions and multi-layers, and customer starts becoming "predominance strength" in the market. Under this situation, this text stands that the purpose and processes of the core capability theories and the marketing capability theories nowadays show that it is defining, creating and passing value to the customers by carrying on the review and the comment detection. Therefore, this text puts forward the core capability theories from the view of the marketing--strategic marketing capability based on customer value.In the process of study, it was main to make use of three kinds of research methods: the related cultural heritage data method is adopted to carry on the review and the comment about the strategic marketing capability theories; a more analytical method is used to the rationality of the strategic marketing capability of the argument customer value angle of view; and the model method is asked to set up the strategic marketing capability concept model, then to elaborate the constitute and the realization of strategic marketing capability. In the text, the concern of the customer is promoted to the core position of strategic management, and a new enterprise direction is put forward--the customer value direction (customer direction, competing direction and innovation direction are synthesized); in the meantime, it is also put forward that the strategic marketing capability is composed of the customer value-analyzed capability, customer value-created capability, customer value-experienced capability, customer value-innovated capability and customer value-competed capability.The full text is divided into totally six chapters to study the strategic marketing capability of the enterprise. Chapter 1 is an introduction that mainly elaborate the theory background and the realistic background of the thesis ,and the research way of thinking, the method of research, the frame of research and the places of creation;...