信息碎片化背景下企业营销力的构建及评价

发布时间：2018-01-04 04:42

本文关键词：信息碎片化背景下企业营销力的构建及评价　出处：《河北经贸大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着信息碎片化时代的到来，客户消费理念与模式发生剧烈变化。在外部环境持续变动的情况下，现代企业如何通过提升核心竞争力以保证自身在动态平衡中的稳定增长，成为当今企业面临的重要管理问题。营销力作为企业核心竞争力的决定性因素之一，一直被管理学界密切关注。然而，在信息碎片化时代，一方面，已有研究关于营销力的构成与影响因素分析已无法有效囊括当前企业营销活动的新特点。另一方面，当前仍有较多本土企业由于缺乏相应的营销意识、依据对成功企业的模仿进行产品服务销售、营销体系不健全不落地、市场竞争定位不明确，而对自身的营销力缺乏清晰定位与评价，阻碍自身营销能力提升，，无法适应新时代的客观要求。因此，对新时代营销力的构成及评价等的理论探讨亟需更新。基于已有研究的局限以及企业营销力建设中所面临的实际问题，本文从体系内容扩展、指标体系构建和初步的案例应用等部分，对新时期的营销力指标体系进行构建与检验。首先，本文对新时代的营销力构成体系进行重新构建。在对所有体系中的九个亚力以及二十七个分力进行具体分析之后，基于已有研究，加入了效率营销力要素（包括适应力、适应力和洞悉力），初步扩展营销力的体系维度。其次，以定性分析与定量分析相结合的研究方法，通过层次分析法确定各亚力在营销力中的权重系数，利用模糊评价对其进行评价，最终形成相对全面的营销力指标体系。最后，通过模拟案例研究，对信息碎片化背景下的HL企业营销力进行分析和评价，初步检验了新指标体系所具有的较强应用效力。本研究从理论与实践相结合是视角出发，重新构建营销力体系维度；以定量定性相结合的方法对营销力指标体系进行完善，并通过但案例企业进行实际检验，从而从多方面保证了本研究所构建的营销力构成体系，即具有较强的理论意义，同时保证对企业在全面认识营销力、有的放矢的培育和提升自身营销力等方面工作的有效指导。虽然本研究在许多方面依然存在局限，但是对信息碎片化时代的营销力构成进行理论探索并兴盛新的评价模型，对我国企业更好的了解其营销力发展的优势与劣势、提升其核心竞争力有一定的现实指导意义。
[Abstract]:With the fragmentation of information era, consumption concept and mode of customer drastic changes in the external environment. Continuous changes, how to enhance the core competitiveness of modern enterprises to ensure the dynamic balance of its steady growth, become the top management problem faced by the enterprise.
One of the decisive factors of marketing force as the core competitiveness of enterprises, has been management scholars pay close attention to. However, in the information era of fragmentation, on the one hand, the analysis of the features and influence factors of existing research on a marketing force has been unable to effectively cover the current marketing activities. On the other hand, there are still many local enterprises due to the current the lack of awareness of marketing and product sales service on the basis of successful enterprise imitation, marketing system is not perfect without landing, market positioning is not clear, but for their own marketing force of the lack of a clear positioning and evaluation, hindering its marketing ability promotion, can not adapt to the objective requirements of the new age. Therefore, to explore the need to update the new era marketing force structure and evaluation theory.
Based on the limitations of existing research and the practical problems faced in the construction of marketing power, this paper builds and tests the index system of marketing power in the new era from the aspects of system content expansion, index system construction and preliminary case application.
First of all, the new era of marketing force system has been rebuilt. After a detailed analysis of the nine sub system and all twenty-seven components, based on the existing research, joined the efficiency of marketing force elements (including the adaptability, flexibility and insight), system dimension initial expansion of marketing force.
Secondly, the research methods combining qualitative analysis and quantitative analysis, using AHP to determine the weight coefficient of the subpowers of marketing capabilities, to evaluate the use of fuzzy evaluation, and ultimately form a relatively comprehensive index system of marketing force.
Finally, through simulation case studies, we analyze and evaluate the marketing power of HL enterprises in the context of information fragmentation, and preliminarily test the strong application effectiveness of the new index system.
In this study, the combination of theory and practice from the perspective of the new building is, marketing force system dimension; by combining quantitative and qualitative improvement of marketing force index system, and through the case of enterprise but of the actual test, so as to ensure the system from many aspects, this research constructs the marketing force, which has a strong theoretical significance at the same time, to ensure the enterprise in a comprehensive understanding of the marketing force, effective guidance targeted to cultivate and enhance their marketing force work. Although the research in many aspects are still limited, but the theoretical exploration and development of new evaluation model composed of informationfragments era of marketing force, the advantages and disadvantages of China's enterprises to better understand the marketing power of development, it is of practical significance to enhance its core competitiveness.

【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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