Empirical Study On The Influence Of Marketing Ability To The Enterprise Performance Of Securities Company

In recent years, with the gradually perfect and rapid development of China's securities industry, the market competition have become increasingly fierce, and financial product homogeneity serious, in order to seize market, most of the securities companies carry out the commission war and ignored the marketing ability, which lead to the income of the securities companies declining continuously. In the process of the modern enterprise management, marketing ability have been growing in market competition, according to our country's securities market is in shock adjustment phase, as well as the domestic and foreign about the marketing ability, the enterprise competitive advantage and corporate performance study of theoretical background, through the questionnaire survey method and empirical research method to explore the relations between marketing ability, enterprise competitive advantage, and enterprise performance, then verify the mediating role of enterprise competitive advantage. Finally, make a conclusion combined with data analysis, and put forward the strategies of the improving of the marketing ability of securities companies, to provide theoretical support for the improving of the marketing ability of securities company.Based on the domestic and foreign research status and the actual situation of the securities company, put forward the research hypothesis of the three variables about marketing ability, enterprise competitive advantage and the corporate performance and builds a conceptual model, research hypotheses are verified through the empirical research method, the main steps are as follows:(1)Preliminary research stage. Design the initial questionnaire. Distributed 60 copies of questionnaires in a securities company in Wuhan and recovery eventually with 55 copies of valid questionnaire, to do the reliability and validity test of three variables of enterprise marketing ability, enterprise competitive advantage and enterprise performance, then remove the undesirable multi-item, eventually forming a formal questionnaire.(2)The empirical research stage. Distributed 300 formal questionnaire to dozens of securities company's employees, contain every post of securities company, ultimate recovery of 265 valid questionnaires. First of all, describing the three variables, to understand the basic situation of the securities company; Then, to do the reliability and validity test of three variables; Finally, using AMOS18.0 software to test the hypothesis the relationship between the three variables, and verify the mediation effect of enterprise competitive advantage.Combined with theoretical and data analysis, finally come to a conclusion as follows:(1)Marketing strategy ability, marketing innovation ability, marketing communication ability, marketing tactic ability, all have significant positive influence to the enterprise competition, but marketing culture the ability do not have significant positive influence on competitive advantage of enterprises.(2)Marketing culture ability, marketing strategy ability and marketing innovation ability, marketing tactic ability has significant positive influence on enterprise performance, but marketing communication ability do not have significant positive influence on the promotion of enterprise performance.(3)Enterprise competitive advantage have significant positive effects on business performance.(4)Marketing ability is not only a direct impact on corporate performance, and through the intervening variable of enterprise competitive advantage to have indirect effects on business performance.