创业企业持续营销力研究
发布时间：2018-08-05 18:50
【摘要】：创业企业要想在市场中立于不败之地,就必须保持持续的竞争优势。我国很多企业在成立之初都取得了很大成功,但由于在营销力方面缺乏持续力最后都失败了。本文结合持续营销力研究的现有理论,以创业企业为视角把持续营销力作为一个系统,对创业企业如何有效构建持续营销力进行战略性、整体性分析,并提出构建与创业企业相适应的企业持续营销力模型,同时以小米手机公司为例进行实证研究,探讨该模型的具体应用状况。
[Abstract]:If a startup wants to remain invincible in the market, it must maintain a sustained competitive advantage. Many enterprises in our country have achieved great success at the beginning of their establishment, but have failed because of the lack of sustainability in marketing. This paper combines the existing theories of the research on the sustainable marketing power, regards the sustainable marketing power as a system from the perspective of the entrepreneurial enterprises, and analyzes how to effectively construct the sustained marketing power of the entrepreneurial enterprises. This paper also puts forward a model of sustainable marketing power which is suitable for entrepreneurial enterprises, and takes Xiaomi mobile phone company as an example to study the concrete application of the model.
【作者单位】： 江西师范大学商学院;江西科技师范大学经济管理学院;
【分类号】：F279.2;F274
[Abstract]:If a startup wants to remain invincible in the market, it must maintain a sustained competitive advantage. Many enterprises in our country have achieved great success at the beginning of their establishment, but have failed because of the lack of sustainability in marketing. This paper combines the existing theories of the research on the sustainable marketing power, regards the sustainable marketing power as a system from the perspective of the entrepreneurial enterprises, and analyzes how to effectively construct the sustained marketing power of the entrepreneurial enterprises. This paper also puts forward a model of sustainable marketing power which is suitable for entrepreneurial enterprises, and takes Xiaomi mobile phone company as an example to study the concrete application of the model.
【作者单位】： 江西师范大学商学院;江西科技师范大学经济管理学院;
【分类号】：F279.2;F274
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3 徐一e，
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