Research On Enterprise Marketing Competence Based On The Social Network Environment

The current marketing environment is based on the social networks as the background. Enterprises in the face of severe changes in the marketing environment and the severe test, using conventional marketing methods can not meet the needs of the new environment. So, enterprises need to carry out marketing activities matched with social network envitonment. In the context of this reality, how can we build the new marketing environment that matches the corporate marketing competence is increasingly concerned. Therefore, the research on the enterprise marketing competence in the context of social network and its impact on the performance of enterprises will be of great significance.Based on the previous research results of scholars in related field, this paper combined with typical cases, the marketing theory, the theory of competence and enterprise performance theory and other deductions, and constructs the social factors of enterprise marketing competence system under the network environment and the influence of the relationship between corporate performance, and proposes the corresponding research hypothesis. By using factor analysis, variance analysis and regression analysis, this paper makes an empirical analysis of the 201 data, and finally achieved the following conclusions:firstly, social networking environment of enterprise marketing competency elements system includs social media marketing ability, social customer relationship management capabilities, online and offline cooperative marketing capability, big data marketing capabilities, social network marketing innovation ability, marketing department and other departments of the collaborative operation ability, cross-border cooperation ability of marketing and market awareness; secondly, each marketing competency have a positive impact on enterprise performance, and its influence degree from big to small in turn is social customer relationship management ability, market awareness, social network marketing innovation ability, the marketing department and other dipartments collaborative operation ability, big data marketing ability, cross-border cooperation ability of marketing, online and offline collaborative marketing ability, social media marketing capabilities; thirdly, in terms of enterprise’s marketing practice, the impact on corporate performance in the top two an fourth capacity, the actual evaluation is ranked in the bottom of the top three. Based on the above conclusions, at this stage, enterprises should pay special attention to develop the ability of the social customer relationship management ability, market awareness and marketing department and other dipartments collaborative operation ability.