本文關(guān)鍵詞：信息碎片化背景下企業(yè)營銷力的構(gòu)建及評(píng)價(jià)　出處：《河北經(jīng)貿(mào)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著信息碎片化時(shí)代的到來，客戶消費(fèi)理念與模式發(fā)生劇烈變化。在外部環(huán)境持續(xù)變動(dòng)的情況下，現(xiàn)代企業(yè)如何通過提升核心競(jìng)爭(zhēng)力以保證自身在動(dòng)態(tài)平衡中的穩(wěn)定增長，成為當(dāng)今企業(yè)面臨的重要管理問題。 營銷力作為企業(yè)核心競(jìng)爭(zhēng)力的決定性因素之一，一直被管理學(xué)界密切關(guān)注。然而，在信息碎片化時(shí)代，一方面，已有研究關(guān)于營銷力的構(gòu)成與影響因素分析已無法有效囊括當(dāng)前企業(yè)營銷活動(dòng)的新特點(diǎn)。另一方面，當(dāng)前仍有較多本土企業(yè)由于缺乏相應(yīng)的營銷意識(shí)、依據(jù)對(duì)成功企業(yè)的模仿進(jìn)行產(chǎn)品服務(wù)銷售、營銷體系不健全不落地、市場(chǎng)競(jìng)爭(zhēng)定位不明確，而對(duì)自身的營銷力缺乏清晰定位與評(píng)價(jià)，阻礙自身營銷能力提升，，無法適應(yīng)新時(shí)代的客觀要求。因此，對(duì)新時(shí)代營銷力的構(gòu)成及評(píng)價(jià)等的理論探討亟需更新。 基于已有研究的局限以及企業(yè)營銷力建設(shè)中所面臨的實(shí)際問題，本文從體系內(nèi)容擴(kuò)展、指標(biāo)體系構(gòu)建和初步的案例應(yīng)用等部分，對(duì)新時(shí)期的營銷力指標(biāo)體系進(jìn)行構(gòu)建與檢驗(yàn)。 首先，本文對(duì)新時(shí)代的營銷力構(gòu)成體系進(jìn)行重新構(gòu)建。在對(duì)所有體系中的九個(gè)亞力以及二十七個(gè)分力進(jìn)行具體分析之后，基于已有研究，加入了效率營銷力要素（包括適應(yīng)力、適應(yīng)力和洞悉力），初步擴(kuò)展?fàn)I銷力的體系維度。 其次，以定性分析與定量分析相結(jié)合的研究方法，通過層次分析法確定各亞力在營銷力中的權(quán)重系數(shù)，利用模糊評(píng)價(jià)對(duì)其進(jìn)行評(píng)價(jià)，最終形成相對(duì)全面的營銷力指標(biāo)體系。 最后，通過模擬案例研究，對(duì)信息碎片化背景下的HL企業(yè)營銷力進(jìn)行分析和評(píng)價(jià)，初步檢驗(yàn)了新指標(biāo)體系所具有的較強(qiáng)應(yīng)用效力。 本研究從理論與實(shí)踐相結(jié)合是視角出發(fā)，重新構(gòu)建營銷力體系維度；以定量定性相結(jié)合的方法對(duì)營銷力指標(biāo)體系進(jìn)行完善，并通過但案例企業(yè)進(jìn)行實(shí)際檢驗(yàn)，從而從多方面保證了本研究所構(gòu)建的營銷力構(gòu)成體系，即具有較強(qiáng)的理論意義，同時(shí)保證對(duì)企業(yè)在全面認(rèn)識(shí)營銷力、有的放矢的培育和提升自身營銷力等方面工作的有效指導(dǎo)。雖然本研究在許多方面依然存在局限，但是對(duì)信息碎片化時(shí)代的營銷力構(gòu)成進(jìn)行理論探索并興盛新的評(píng)價(jià)模型，對(duì)我國企業(yè)更好的了解其營銷力發(fā)展的優(yōu)勢(shì)與劣勢(shì)、提升其核心競(jìng)爭(zhēng)力有一定的現(xiàn)實(shí)指導(dǎo)意義。
[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.

【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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本文編號(hào)：1377102