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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。
Business marketing power is a combination of a series of variables, different stages of development, the composition of marketing force vary. On the basis of defining the concept of marketing force, this paper analyzes the characteristics of marketing under the background of e-commerce and constructs the conceptual model of marketing power under the background of e-commerce. It holds that the marketing power of e-commerce includes the power of product, the power of brand, Strength, marketing power, promotion ability, marketing execution ability, adaptability and data strength. It discusses the dynamic model of constructing marketing concept in the current era with the emphasis on marketing dynamics, The composition of the force, as well as enhance the importance of enterprise marketing capabilities.