A Study On The Impact Of High-tech Enterprise’s Marketing Capabilities On Enterprise Performance

The high-tech enterprises improve the comprehensive competitiveness of acountry or region to achieve sustainable development and technological innovationleading force in high-tech enterprises have become the dominant force in thedevelopment of a country’s economy, the growth of high-tech enterprises increasinglyextensive attention from scholars a lot of literature from the field of productdevelopment, technological innovation, government-oriented, financing high-techbusiness growth, research, marketing capabilities have become an essential drivingforce enforcing performance, high-tech companies are also facing the marketingcapacity limitations on improve business performance constraints, based on this paper,from the perspective of marketing capabilities correlation between the performance ofhigh-tech enterprises.This paper reviews the theories of marketing capabilities in the corporatestrategic management perspective, to find a theoretical basis and research ideas fromthe perspective of the marketing capabilities to study the performance of high-techenterprises. Through the literature review of marketing capabilities, a new definitionof the constituent elements of the marketing capabilities of high-tech enterprises.Based on unanalytical framework to enterprise resources----enterpriseskills----enterprise growth,to build a marketing resource+marketing knowledge-marketing capabilities-Enterprise Performance and high-tech enterprise performanceanalysis framework, focusing on high-tech enterprises marketing capabilities to theirbusiness performance and innovation of this study: build the model of marketingcapabilities of the high-tech enterprise, and examined the relationship betweenmarketing capabilities and its business performance in high-tech enterprises.The first chapter described the research background and significance of the paper,introduction to the part of article ideas and methods of research and the structure; Thesecond chapter is the literature review section, this section describes the high-techenterprises, the theory of marketing capabilities and business performance researchstatus, and the theory is defined; The third Chapter described the formation ofhigh-tech enterprise marketing capabilities, in-depth studying the concept andconnotation of the marketing capabilities, and building the high-tech enterprises’marketing capabilities model; The fourth chapter build the high-tech enterprise performance measurement system, combined with high-tech enterprise marketingcapabilities model, integration to build the model of the high-tech enterprisemarketing capabilities on enterprise performance. The fifth Chapter described theenhancing strategy of marketing capabilities, and as JZJT a classic case of a high-techenterprise marketing capabilities.