The Research On Enterprise Marketing Communication Competence

As a kind of social organization, enterprise is always the hot issue studied by all subjects. From the point of classic economics theory, all enterprises are supposed as a "black box" with logos and no behavior difference; however, in fact, real-life enterprises behave different in production, deal, distribution, management, which causes different results. And which shows this heterogeneity is that communication activities between enterprises and other social units, organizations. It is this heterogeneity among enterprises makes people understand the development issues from all angles.On the basis of organization communication theory and enterprise competence theory, this paper refers to enterprise communication from three sides: enterprise itself, enterprise and consumers, enterprise and social public, also considers the communication in enterprises as a tool and one of the important abilities to enterprise development. This competence embodies mainly in several sides: inside the enterprises, enterprise core value being the core of enterprise culture is formed, which impels the communication mechanism inside the enterprises to work well; through the construction and maintenance of brands, identification and trust of consumers are gained; public relation strategy is right exerted, good of enterprises are built up, all of which gains the advantageous outer circumstance for enterprise development.Just as what the integrated marketing communications expert—Don E Schultz has said:" Communication is sure to be a practical and effective competition advantage". Trough the effective communication, It is integrant and certain to form the competition advantage, even the important ability of enterprises. I hope that through the analysis and construction of enterprise sale communication, we can get some help to understand the enterprise development issue.