Study Based On The Hierarchical Model Of Resource Strategic Concept Of Marketing Resources

In the strong market competition, obtaining and mataining sustainable competitive advantage is the everlasting topic of the firm strategy. It is becoming an important route for obtaining competitive advantage and super performance that combining the theory of firm-resource-based view and marketing, constructing resource-based strategic marketing theory, and exploiting the usage of marketing resources.From the end of 1980s and the beginning of 1990s, some western markeing scholars introduce the resource-based view of the firm into the marketing theory, and made some contributions. But there is some confusion as to what constitute marketing resources, capabilities and assets, and at what level (cultural, strategic or operation) these resources impact on firm performance. Just because the absence of generally accepted delination and classification of marketing resources, it clags the use of the resource-based theory in marketing and the development of the theory of marketing resources.Applying several research methods such as literature review, statistic analysis and case study, combining the resource-based-view of the firm and marketing theory, through reviewing the relevant literature of marketing resources, the author redefines the concept and dimensions of marketing resources, puts forward a hierarchical model of marketing resources in the view of input-output, studies the concept and dimensions of basic marketing resources,transforming marketing resources i.e. marketing capabilities, and senior marketing resources i.e. market-based assets. The dissertation studies the impact mechanism of marketing resources on firm performance,so it enrich and consummate the theory of marketing resources. The dissertation makes a factor analysis for the dimensions of each hierarchical marketing resources using Chinese stastic data. Through a case study of a Chinese famous company, the theoretical proposition based on the hierarchical model of marketing resources are supported.This dissertation mainly arrive the following conclusions.1. Marketing resources is a resources system with multi-layers and multi-dimensions. Based on the firm-resource-based theory, in the view of input-output, marketing resources are classified as basic marketing resources, transforming marketing resources i.e. marketing capabilities, and senior marketing resources i.e. market-based assets.2. Basic marketing resources are the essential conditions for obtaining super performance. Basic marketing resources are defined as the operation factors working as marketing input not as marketing output, owned or obtainable by the firm. Basic marketing resources include intangible resources, such as marketing concept and marketing theory that can be obtained through training and learning, and include tangible resources such as marketing organization and marketing establishments.3. Marketing capabilities are the subjective and motive factors that transform the basic marketing resources into firm performance. Marketing capabilities is a medi-variable between the basic marketing resources and senior marketing resources. Marketing capabilities are defined as the ablity stocks that are gradually accumulated in the process of deploying basic marketing resources to reach the aim of marketing activities, and which reside in the personnel and the organization. Marketing capabilities are the subjective resources, working as 'transformer' and 'engine' in the marketing resources system. Marketing capabilities are classified as marketing sensing capabilities, customer connecting capabilities and brand building capabilities.4. Market-based assets are strategic assets for obtaining super performance. Market-based assets are defined as the intangible and tangible assets that arise from the commingling of the firm with entities in its external environment combining the marketing capabilities and basic marketing resources. Market-based assets are the most senior marketing resources. Marke-based assets are the output of marketing activities, as well as the bridge connecting the marketing functions and firm performance. Market-based assets include two types, one is market-based relational assets, another is market-based intellectual assets.5. The transforming process of marketing resources to firm performance is in a proper order include different layers. First process is the transforming from basic marketing resources to marketing capabilities, next from marketing capabilities to market-based assets, and then the process from market-based assets to firm performance. Through the study of transforming mechanism in a proper order, we theoretically make clear the transforming process, and provide a clear route for the firm cultivating, managing and upgrading the marketing resources.6. The concept of marketing resources breaks a new path for the development of strategic markeing theory. Through the attention to marketing resources, it transfers the view of strategic markeing theory from the STP (Segmentation, Targeting and Positioning) paradigm based on Porter's competitive strategy theory to MS (Marketing Resources) paradigm based on the firm resource theory. So it achieves the synchronic development of strategic marketing theory and strategic management theory.