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当今社会,企业的营销力作为一个企业创造优异的顾客价值和获取竞争优势的一种关键能力而备受人们关注,加之市场环境的动荡日益加剧,动态营销力理论为企业在残酷竞争中获得优势指明了方向。本文以企业生命周期理论为依据,将企业的营销能力按照自身发展的特点分为几个关键时期,并着重分析处于初创时期的中小企业所具备的特点和起主要作用的营销力,并建立初创期中小企业营销力指标评价体系,期望能对该时期的企业发展提供借鉴和指导。
In today’s society, the marketing power of enterprises is attracting much attention as a key ability of enterprises to create excellent customer value and obtain competitive advantage. In addition, the market environment is aggravating day by day, and dynamic marketing force theory gives enterprises an advantage in brutal competition Indicate the direction. Based on the theory of enterprise life cycle, this paper divides the marketing ability of enterprises into several key periods in accordance with the characteristics of their own development. Emphasis is placed on analyzing the characteristics and the marketing power of SMEs in their infancy, Period SME marketing force index evaluation system, hoping to provide reference and guidance for the development of the enterprise during this period.