The Research On Enterprise Sustainable Marketing Competence Based On Environment-friendly Society

Marketing environment is changing along with the environment friendly society puts forward .How to keep competitive advantage and achieve sustainable growth in environment friendly society, already became the most important question of the enterprises.Enterprise sustainable marketing competence is the source of keeping strength of competence.The strength of the enterprise sustainable marketing competence is direct acting factor of enterprise development.At present,much research is mainly concern with enterprise sustainable marketing.But research on enterprise sustainable marketing competence based on environment friendly society is abstract。Therefore , this paper proposes research on the Enterprise Sustainable Marketing Competence based on environment friendly Society.This paper Mainly divided into the following several parts:First of all,base on the study of enterprisewide capabilities ,marketing competence and enterprise sustainable marketing competence,this paper explains the enterprise sustainable marketing competence related theory,including its definition ,characteristics and composition.Then,discusses in depth the relationship between enterprise sustainable marketing competence and the core competence of corporation.Secondly,base on the study of puts forward background and content of environment friendly society ,and the building of environment friendly society brings changes to marketing environment on needs,economic development model,industrial structure,science and technology,political law,this paper thinks the enterprise sustainable marketing competence based on environment friendly society consists of four factors,there are marketing cultural competence,circulation production capacity,marketing innovation capacity and marketing operation capacity.Thirdly,this paper builds system of enterprise sustainable marketing competence based on environment friendly society and analysis the the construction of the system and the function of each subsystem.Then,using FAHP to appraise to the system,in order to understand the status of enterprise sustainable marketing competence based on environment friendly society system,and applies the model in realistic cases.Finally ,this paper presents the strategy for fostering enterprise sustainable marketing competence based on environment friendly society:first,enterprise must attach importance to the construction of environment friendly cultural marketing system.Second,using recycle economy standards guid marketing innovation events and developping recycle economy mode in enterprise level.Third,strength should be devoted to fostering marketing operation capacity,ensure enterprise sustainable marketing competence play the role.