Research On The Life-cycle Management Of Marketing Force

The life-cycle of marketing force passes through in the marketing force management. The main management activities of marketing force reflect in different stages of life-cycle of marketing force. The research on life-cycle management of marketing force is advantageous for enterprises to grasp and control marketing force management from the whole processes. Therefore, it has important theory value and practical significance to enterprises' marketing management. The research purpose is conducting theory and practical research on life-cycle management of marketing force from a new angle, so as to enrich marketing force management theory.The thesis elaborates the backgrounds, purposes and significance of the research of life-cycle management of marketing force under current market environment, emphatically analyzes present domestic and foreign research situations of life-cycle management of marketing force and finally expounds its research contests and research methods. Related theories on life-cycle of marketing force research are the foundation of life-cycle of marketing force research. This thesis emphatically elaborates the concept, connotation and inferior forces of marketing force, life cycle theory, enterprise resources theory and enterprise competitiveness power theory. Practically, based on two theory points of resource and competition, this thesis redefines the concept of marketing force and its connotation, and on this basis, elaborates six basic forces - product force, price force, channel force, sales force, culture force and execution force. Theory research on life-cycle of marketing force is the core content. Firstly, utilizing research model of life cycle, the thesis clearly defines the meaning of life-cycle of marketing force, and relatively analyzes it with corporate life cycle and product life cycle. In this foundation, the life-cycle of marketing force is divided into four stages - forming stage, growth stage, mature stage and winter stage. The thesis proposes system management theory of life-cycle of marketing force for the first time, and then separately elaborates its three constitution subsystem - recognition system, dynamic system and immune system. The recognition system of life-cycle of marketing force establishes extensive marketing force index recognition model. The dynamic system of life-cycle of marketing force is composes of innovation system of marketing force and marketing ability system. And the immune system of life-cycle of marketing force is composes of three sub-systems of warning, risk and crisis management. Finally the thesis...