Research On The Reconstruction Of Marketing Ability Of Small And Medium-sized Manufacturing Enterprises In The New Business Situation

Marketing ability is an important part of the dynamic ability of an enterprise.It is the skill that an enterprise shows in marketing activities to meet the needs of customers.It is the skill and way that an enterprise transforms all the knowledge and resources related to marketing activities into market value.Moreover,it is the skill that an enterprise has or needs in different environments,resources and abilities,as well as in different development strategies and visions Marketing ability is different.At present,the rapid development of science and technology,such as mobile Internet,big data,cloud computing,Internet of things,quantum communication,block-chain and so on,has reshaped the business activities and production organization forms of enterprises.The behavior patterns of consumers are becoming more and more complex and changeable,and the personalized and fragmented characteristics of consumer demand are prominent.The business models and value chain activities of manufacturing enterprises have undergone important changes,and social groups have also taken place The mode of connection between entities has also changed greatly,and the competition pattern has evolved from the competition among enterprises to the competition among business ecosystems.In this new business situation,the boundary of marketing function and the content of marketing activities of small and medium-sized manufacturing enterprises,which play an important role in the manufacturing industry,are undergoing significant changes.The marketing ability and its construction of enterprises have become an important topic that must be re examined in the academic and practical fields.This paper aims to solve the problem of how to build the marketing ability of small and medium-sized manufacturing enterprises in the new business situation.First of all,through literature review and theoretical analysis,this paper points out the influencingfactors of the formation of the enterprise's marketing ability and the mechanism of these factors,which lays the foundation for the reconstruction of the enterprise's marketing ability.Then,it analyzes the characteristics of the new business situation and its impact on the small and medium-sized manufacturing enterprises,and analyzes the key dimensions of their marketing ability in combination with the characteristics of the small and medium-sized manufacturing enterprises,so as to build the small and medium-sized manufacturing enterprises' marketing ability Secondly,it uses "expert opinion method" to collect data,ANP network analytic hierarchy process and DEMAETL method to determine the relative importance of each dimension elements in the marketing ability model of small and medium-sized manufacturing enterprises.Finally,according to the reconstructed marketing ability system,this paper puts forward some management decision-making suggestions for the promotion of marketing ability of small and medium-sized manufacturing enterprises.Improving the marketing ability of small and medium-sized manufacturing enterprises is of great significance to the business ecosystem embedded in them and to the overall development of manufacturing industry.This paper puts forward the key dimensions of the marketing ability of small and medium-sized manufacturing enterprises in the new business situation,determines the importance of relevant dimensions,and lays a foundation for evaluating and improving the marketing ability of enterprises.The research of this paper explores the theory of dynamic capability and marketing theory,and helps small and medium-sized manufacturing enterprises to innovate their marketing concepts and improve their marketing capabilities.