Research On The Management Of Enterprise's Marketing Resources

The resources are the foundation of enterprise's sustained development. Whether the enterprise can adapt to the fast changing market, and has the ability to make inside and outside enterprise resources utilize effectively, thus develops the unique product, the unique core technologies, the creation of unique administrant mode, and has the formidable marketing network and so on, is the basis for an enterprise to obtain the competitive advantage. The management of enterprise's marketing resources impenetrate the whole process of business management, and the research on marketing resource management is advantageous for the enterprise to carry on the management of marketing resources from the whole process, which has the important theory value and the practical significance to enterprise's management. The purpose of the research is to use the existing theories of marketing resources for reference, carry on related researches about the theoretical and actual utilization aspect from the new angle to the marketing resources.First, the paper has introduced the background, the goal and the significance of the research under the current market environment, and has analyzed emphatically present domestic and foreign related research on the resource management, finally has expounded the basic content and the technical route of research on the management of enterprise's marketing resources. The correlation theories of enterprise's marketing resource management is the foundation of the research, which elaborated enterprise ability theory, enterprise resources theory, enterprise competitive power theory and the enterprise life cycle theory. Based on these theories, the paper has elaborated the concept, the duty and the content of the marketing resource management, then has determined evaluating indicator system of the marketing resource management level, and carried on the appraisal with the gray multi-level assessment method. The system of enterprise's marketing resources is the core content of this article, which has defined the marketing resources connotation firstly, and carried on the classification to marketing resources from different angles. In this foundation, the author has constructed the system of enterprise's marketing resources and has analyzed different characteristic of each marketing resources in the enterprise life cycle- forming stage, growth stage, mature stage and winter stage, and has carried on the description to the method of gaining marketing resources during each stage. Then the paper has concentrated on the marketing resources' cultivation, and elaborated the principle, the pattern and the method of marketing resources cultivation; the marketing resources' conformity is the key point, which has analyzed the conformity condition mainly, and in this foundation, I established the marketing resources conformity process model, including the resources recognition and excavation, deriving and activation. Then the author has analyzed three kinds of pattern on the marketing resources conformity-centralized pattern, shift pattern and sharing pattern. Finally, utilizing the elementary theories of marketing resource management, the author has carried on the analysis on current marketing resource management condition to Belle.