An Exploratory Research Of The Enterprise’s Marketing Capability Based On The Retailer’s Online Store

In the past decades, the Internet has not only become an increasingly important marketing channel, it has also brought an new business model to the business world. Under the background of rapid development of e-commerce, a large number of internet-based B2C online retail businesses have grown up gradually.Both purely online B2C online retail enterprises, and those retail enterprises who take the Internet as a new sales channel, after the early stage of e-commerce boom, the online channel is now faced with the increasingly fierce competition, especially in the situation of product homogeneity and diversified customer demand today, enterprises must improve various aspects ability to adapt the competition, and to protect themselves from the impacts of the volatile environment, and the marketing capability is seen as one of the important aspects of them.Under the background of the rising of traditional enterprise competence theory, marketing capability has gradually become one of the research’s hotspots in the field of marketing and strategic management, and has set up a bridge between the marketing theory and strategic management theory.Marketing capability can be thought of as an organization which create value for customers in response to environmental changes of superior performance,it can affect the innovation of the enterprise strengths and the sustained competitive advantage. However, when the enterprise’s marketing and strategic management has been affected by the rapid development of information technology and Internet,especially when the Internet technology has been fully integrated into the marketing process in each link, the enterprise’s marketing capability is especially those marketing capability based on the retailer’s online store continuously emerging. In this case, the marketing science society of America (MSI) has been taken the issue how to understand the marketing capability in the new competition environment in order to improve enterprise’s adaptability to environment and flexibility one of the most need to solve the problem of research in the period of 2012-2014,it shows the importance of marketing capability. However, capability based on the retailer’s online store, the marketing is whether on the basis of a new connotation in the enterprises’marketing capability, or just an embodiment of the marketing capability under the Internet environment, it need a further step to see. In addition, comparing with the heat of the enterprises1 network marketing practice and depth, the academia about marketing capability based on the retailer’s online store is not quantity from far insufficient, the tend is to follow the research idea and method research of traditional marketing capability.In review of the existing literature, the research of the enterprise marketing capability have almost taken from the inside thought to the out, namely from the input factors of enterprises’internal inherent to build capacity, it thus produces the firm’s ability to build mismatch problem between the marketing capability and the customers’requirements.The existing measuring method of marketing capability have almost all adopted the calculations of members in a way of self-evaluation, this can lead to the problem of the dismatching between the enterprises’ marketing capability of self-evaluation and consumers’ perceived capability.In additional, some measurements have formed the methods from the Angle of the marketing resources to measure enterprises’marketing capability by self-assessing, ignoring the efficiency of the process which the enterprises transfer their resource into marketing capabilities, resulting in the problem that the enterprises thought that the marketing resources they put and so that they must have the marketing capability corresponding, and this lead to the erroneous zone in marketing(Vorhies & Morgan, 2005).To walk out of the dilemma, some scholars have gradually began to try in using outside-in approach to measure the enterprise’s marketing capability.This paper is to adopt the way of the outside-in method, try to make an exploratory research on marketing capability that based on the retailer’s online store. Considering the category of online marketing capability is so wide and the researches is less up to now, it is difficult for cover all the aspects. The researches about the B2C website success have made some great progress, such as extracting some key factors which could lead to success of online store:the interface of the design,the telepresence,the information quality and interactive etc. However, the literature issues of enterprises’marketing capability based on the retailer’s online store are less, especially from the perspective of consumers’that the research on consumers’perceived marketing capabilities enterprise through retailer’s online store are much rarer. Under this background, this paper discusses which factor on online retailer’s site can influence consumers’ perception of the enterprises’ marketing capability, and provide relevant suggestions to improve their marketing capabilities through the online store in the construction aspect of the online retailers.