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论文编号：	2611
作者编号：	2120082140
上传时间：	2010/6/17 23:22:19
中文题目：	营销能力与企业绩效关系研究
英文题目：	A Study on the Relationship Between Marketing Capability and Company Performance
指导老师：	韩德昌
中文关键字：	营销资源 营销能力 企业营销绩效
英文关键字：	Marketing Resources Marketing Capability Marketing Performance
中文摘要：	当今社会市场竞争日趋激烈，如何获得和保持核心竞争优势成为企业在市场成败的关键。因此，企业将战略放在越来越重要的位置，战略研究也受到学者们越来越的关注。近二十年，战略领域的研究取得了丰硕的成果，从波特的竞争战略到以巴尼等人为代表的战略资源基础观（RBV），人们对于战略的认识有了翻天覆地的变化。与此同时，市场营销学者将战略研究思想引入市场营销领域，与市场营销理论相结合，提出了基于资源的市场营销理论。 本研究采用文献分析和案例研究的研究方法，结合相关战略与市场营销理论，在重点梳理营销能力文献的基础上，重新界定了营销能力的概念和维度，并提出了一个关于其影响因素和对企业营销绩效影响机制的研究模型，进一步丰富和完善了营销能力理论。本文采用的案例研究对象是处于中国新兴行业——按摩椅行业中的领先地位的企业，山东A实业有限公司，具有典型的代表性，能充分解释作者的研究意图。本文主要得出以下结论： 1、基础性营销资源、营销能力、营销资产和企业营销绩效之间存在逻辑关系。作者研究发现，前三者之间不是并列关系，而是存在一定的内在逻辑联系。 2、基础性营销资源是企业获得卓越绩效的前提条件。企业的营销理念、组织架构、制度建设和各种物质条件构成了企业的基础性营销资源，他们是企业开展市场营销活动的基础。 3、营销能力是企业获得卓越绩效的关键。本研究涉及的营销能力包括市场感知能力、渠道建设能力、品牌建设能力和顾客联系能力。 4、营销资产是企业获得卓越绩效的战略性资源。营销资产是企业进行市场营销活动的一个最终结果，同时也是使营销资源和能力转化为企业营销绩效的重要环节。
英文摘要：	Today’s society increasingly competitive market, how to obtain and maintain a core competitive advantage to become the key to success in the market. Therefore, the companies will put more and more important strategic position, strategic research by scholars more and more attention. Nearly two decades, strategic areas of research have made great achievements, from Porter’s competitive strategy to Barney and others for representatives to the strategic resource based view (RBV), people’s understanding for the strategy has undergone enormous changes. At the same time, marketing, research scholars, introduces the idea of the strategic areas of marketing, and marketing theory, proposed the theory of resource-based marketing. In this study, literature review and case study research methods, combined with strategic and marketing related to the theory of marketing capabilities in key documents sorted based on the ability to re-define the marketing concept and dimensions, and proposed a factor and its impact on impact on enterprise performance model mechanism to further enrich and improve the marketing capabilities theory. This study used a case study is the emerging industry in China - massage chair industry leading companies, Shandong A Industrial Co., Ltd., a typical representative, can fully explain the intent of the research. In this paper, the following conclusions: (1) Basic marketing resources, marketing, marketing assets and the logical relationship between corporate performances. Author found that not a parallel relationship between the former three, but there are some of the internal logic links. (2) Basic marketing resource is a prerequisite for access to high performance. Business marketing idea, organizational structure, system construction and a variety of material conditions constitute the foundation of enterprise marketing resources; they are the business foundation to carry out marketing activities. (3) The marketing ability is the key to get excellent performance. The study involved the marketing capabilities including market perception, the channel capacity-building, brand-building capabilities and customer contact capabilities. (4) The marketing assets of an enterprise to obtain excellent performance of strategic resources. Marketing assets, marketing activities and conduct your business as a final result, but also to marketing resources and capabilities into an important part of business performance.
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