Research On The Resource Marketing Strategy Of The Retail Enterprise

The twenty-first century is a quick environmental change, resource scarcity, fierce competition era. The wider uses of Internet technology change the structure of global marketing and the environment. The new pattern of global economic integration and the borderless competition lead the most profound changes to marketing since the industrial society. The knowledge-based economy constitute the twenty-first century social development power, industrial society marketing model is no longer effective. In such a market environment, retailers suffered an unprecedented assault. At the age of resources scarcity, who receives more resources, who uses resources more effectively, will get competitiveness.This paper is based on the enterprise competitiveness theory,the resource-based theory,the modern marketing theory,the enterprise ability theory. The use of inductive method, analysis method, a comparative analysis, a combination of qualitative and quantitative, the combination of active and passive methods, such as theoretical research, researches the resources theory at home and abroad, as well as the marketing theory. Organizes system basic theory. And it analyzes retail enterprises resources environment, mades the retail enterprise the resource marketing theory, followed by an analysis of the resources of retail enterprises. Finally, it researches the resources marketing of retail enterprises, proposes quite systemic and blameless resource marketing strategy for the retail enterprise.The research on the resource marketing strategy of retail enterprises could make the core competitive ability to the modern retail enterprise in day by day the intense competition, the establishment competition superiority has the practice instruction significance which emphatically wants. Our country retail enterprise only has is good the use resources, the conformity resources, the possibly is at the advantageous position in day by day the intense competition, and expands to enterprise's, further development establishes the solid foundation.