基于营销力的企业竞争优势研究

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1、Y1021032分类号.UDC—密级学校代码10497学位论文题目基于营销力的企业竞争优势研究英文StudyonEnterpriseCompetitiveAdvantageBasedon题gMarketingCompetitiveness研究生姓名潘继红姓名程艳霞职称教授指导教师--评阅人2006年12月单位名称管理学院邮编430070申请学位级别管理学硕士学科专、Ik名称企业管理论文提交日期2006年11月论文答辩日期2006年12月《“学位授予单位武汉理工大学学位授予日：答辩委员会主席;”/TT^IAbstractWiththeaccelerationofecon

2、omicglobalization'course,homemarketgraduallyinternational.Especially,becauseknowledgeeconomicsdevelopsquicklyandeconomicstradebrakesnationalboundarieswhichreducethedistancebetweennationsandareassince1990's’economicsrelationofnationshasbeenstrengthenedincreasinglyandworldeconomyhasbecome

3、integrative.Ourcountry'enterprisesfacegreatcompetitivepressure.Thekeyofwhetheranenterprisecansustainabledevelopsiscompetitiveadvantage.Marketingcompetitivenesshasbecomethecriticalcapabilitywhichdecidesanenterprise'survivalanddevelopment.Therefore，thestudyoncultivation、maintenanceandprom

4、otionofenterprisecompetitiveadvantagebasedonmarketingcompetitivenesshasgreatacademicsignificanceandpracticalvalue.Thisstudyaddsanewperspectiveabouttheresearchonenterprisecompetitiveadvantage.Italsoenrichestheresearchonmarketingcompetitiveness,andcanguideanenterprisehowtobuiltcompetitive

5、advantage.Thisthesisfirstlyanalyzesoverseasanddomesticresearchstatusquo，andexplainstheintent、significance、routeandcontentofit.Next，itexpoundstheconcept、meaning、routeandcharacteristicofenterprisecompetitiveadvantage,Anditclarifiesthemaintheoryaboutenterprisecompetitiveadvantage,includePo

6、rter'scompetitiveadvantagetheory>theorybasedonenterprisecapability、theorybasedonenterpriseresources、theorybasedonknowledge.Thethirdchapterexpoundsthemeaning、basisandreasonofcreation、composingindexofmarketingcompetitiveness.Anditpointsoutthatbasedonresourcesbase,marketingcompetitivenessi

7、screatedunderthesyntheticalactionofentrepreneur、enterprise*survivalanddevelopment、competitivepressureandcustomers'needsandwants.Itputsforwardthatmarketingcompetitivenesshasthreefacets,namelymarketingcorecompetitiveness、marketingbasiccompetitiveness、marketingassistantcompetitive