Research On Marketing Resource Integration Of New Ventures Based On Entrepreneurship Network

Entrepreneurship network is an important path and platforms for new ventures to integrate resource and solve various problems during the start-up stage. Due to the limitations of their own resources endowment, the narrowness of new entrants and psychological dependence when facing with a problem, the new ventures have more motivation to create their own entrepreneurship network. As a new venture, correct selection of basic marketing strategy, is the most important part of the new venture in the strategic planning, marketing strategy of new venture is directly related to survival and development. At the same time, all the marketing resources owned by the new venture direction decides the choice of marketing strategy and execution efficiency, trying to find out the restriction of marketing strategy of new ventures to improve marketing resources through entrepreneurial networks, which will play a big role to timely improve and adjust the marketing strategy.This paper uses the actual situation of G company as a case, which is a small feed additives manufacturing company in the start-up stage established one year ago, through the analysis of industry situation and the strategic environment, to describe the marketing strategy of G company, and combined with the current status of G company marketing resources, to use the related researches of entrepreneurship network and marketing strategy of new venture and marketing resources integration as the theoretical basis, to find out the restriction of G company initial marketing strategy marketing resource requirements. Then through entrepreneurship network of G company integrate and optimize the marketing resources, in order to improve the marketing strategy of G company, so that the G company can expand the current marketing scale, to achieve stability and continuous development.