电商背景下企业营销力概念模型的构建探讨
发布时间：2018-04-24 12:55
本文选题：市场营销 + 企业营销力 ； 参考：《滁州学院学报》2016年06期
【摘要】：企业营销力是一系列变量的组合,不同的发展时期,企业营销力的组成不尽相同。在对企业营销力概念界定的基础上,分析了电商背景下营销的特征,构建了电商背景下企业营销力的概念模型,认为电商背景下企业营销力包含产品力、品牌力、价格力、渠道力、促销力、营销执行力、适应力和数据力等八个变量,论述了当前时代背景下构建企业营销力概念模型具有强调营销力发展的动态性、明确当前时代背景下企业营销力的构成,以及提升企业市场营销能力的重要意义。
[Abstract]:Enterprise marketing power is the combination of a series of variables, different development period, the composition of enterprise marketing power is different. On the basis of defining the concept of enterprise marketing power, this paper analyzes the characteristics of marketing under the background of ecommerce, constructs the conceptual model of enterprise marketing power under the background of ecommerce, and holds that the marketing power of enterprise under the background of ecommerce includes product power, brand power and price power. This paper discusses eight variables, such as channel power, promotion power, marketing executive power, adaptability and data power, and discusses the dynamic nature of the development of marketing power in constructing a conceptual model of enterprise marketing power under the background of the present era. This paper clarifies the composition of enterprise marketing power under the background of the present era, and the significance of improving enterprise marketing ability.
【作者单位】： 安徽新华学院商学院;
【基金】：安徽省高等学校人文社科重点研究项目(SK2016A0445)
【分类号】：F274
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