The Research Of Resources Marketing Management

The 21st century is a new economic era. Facing such a new environment, if enterprises would strengthen their competitiveness in the fierce competitions, the key is to cultivate and promote their marketing strength..But marketing strength depended on the environment ,resource and ability. In these three determining factors, also is most essential by the resources superiority. Because environmental factor although is the enterprise competitive ability forms and realizes the essential condition, the environmental factor after all is "the external factor", to enterprise competitive ability influence finally must through enterprise's "the internal factor", namely enterprise's resources only then be able to realize.The enterprise resources foundation discusses representative personage Jay Barney, emphasized these could move, merges " the invisible resources "or " the organization resources " was the key factor in enterprise competition superiority. Specially after enters 21st century, the technical , the material productivity rapid development and the market mechanism unceasing consummation, enterprise want to obtain certain quantity resources by no means difficult matter, what is difficult is how carries on the optimized disposition to these resources. Therefore the resources marketing which is based on the resources foundation theory, unifies the tradition marketing theory proposes one kind of new marketing theory pattern .This paper is based on the modern marketing theory , the enterprise competitiveness theory , the enterprise ability theory and the marketing strength theory . Firstly, it analysis to the resources theory , compared with the tradition marketing theory and discussed the resource marketing's connotation , the characteristic, plans and strategy. Secondly, it proposed the basic strategy of the resources marketing pattern: resources centralism pattern and resources connection pattern in the modern enterprise in order to provides one kind of new mentality and the method in marketing. Lastly, it proceeded with case, analyzed the case in term of studying in resource marketing, thus practicality and effectiveness of strengthening the thesis and studying.The research resources theory could makes the core competitive ability to the modern enterprise in day by day the intense competition, the establishment competition superiority has the practice instruction significance which emphatically wants. Our country enterprise only has is good the use resources, the conformity resources, then possibly is at the advantageous position in day by day the intense competition, and expands to enterprise's further development establishes the solid foundation.