Research On The Construction Of Enterprise Marketing Capability Based On Competitive Advantage Creation

As a powerful weapon in the business operation, marketing plays a vital role inthe enterprise, especially in the initial period of the enterprise. Good marketingability can help enterprises to open up the market. It also needs to be furtherconsolidated and expanded in the metaphase of the development of enterprises. Inthe golden age of the development of enterprises, the overall strength of theenterprise requires the optimization of the marketing ability. This paper focuses onthe relevance of the two parts, and analyzes the convergence parts about the two,including the one-way effect and the double effect, which enhance the competitiveadvantage of the construction of the marketing ability, and also gives moreconstructive suggestions and methods for all types of enterprises.The goal of this paper is to analyze the independent status and its correlation ofthe marketing capability and competitive advantage, and explore the feasibility ofcountermeasures to create competitive advantage by using the market marketingability construction. First of all the thesis is based on related theory, whichintroduces the advanced integrated marketing theory as well as the popular SWOTcompetitiveness theory, which ensure the theory of the research a more advancedone. Secondly, the relationship of the marketing capability and competitiveadvantage is discussed in this paper, including the ability to guarantee thecompetitive advantage of the product sales marketing, the brand of the enterprise,the fund of the enterprise, and the customer of the enterprise. Thirdly, the currentsituation of the construction of marketing ability includes construction elements,construction, evaluation, and the advance experience at home and abroad of themarketing ability. Fourthly, the existing problems in the construction of enterprisemarketing ability lies in the unclearness of the marketing strategy, managementconfusion of the marketing network, the imperfect sales, and the aging of the salesmethod. The problem of competitive advantage of marketing is that, customer’sloyalty degree is not high, the enterprise brand influence is small, the enterprise culture construction is weak, and the core competitiveness is not prominent, etc.Fifthly, the paper also focuses on the countermeasures to strengthen the constructionof the marketing ability, which includes optimizing the corporate marketing strategy,strengthening the marketing network, constructing the echelon marketing team, andincreasing the application of the electronic marketing. The construction of enterprisemarketing competitiveness strategy includes the implementation of customersatisfaction strategy, enhancement of the corporate brand image, the innovation ofthe corporate culture, and the cultivation of marketing core employees.