Marketing Management Research On How To Improve Core Competence Of Capacitor Firms

Under the trends of economy-globalization, free-trade and de-regulation, the competition among firms is more intense. Such kind of competition incorporates to firm's whole strength and core competence. Facing such complicated competitive environment, the firms cannot keep their competitive advantages without core competence. Whether one firm has core competence depends on if she can deliver more customer-perceived-value. The main purpose for marketing management is to improve customer-perceived-value. Improving marketing power is an important approach for improving core competence.This thesis summarizes research results of scholars from domestic and overseas, and analyzes famous firm's core competence. Based on above research, this thesis proposes core competence's system. Marketing power is outer-layer of core competence. From outside to inside, this thesis gradually analyzes mid-layer and inner-layer. Effective management is the mid-layer of core competence, which sustains the bridge between outer-layer and inner-layer. Core technology and unique resource are inner-layer of core competence. Managerial innovation is the spring of improving core competence.It's an important approach for cultivating core competence's outer-layer to improve customer-perceived-value. With marketing mix as an approach, we can cultivate the outer-layer of core competence through improving customer-perceived-value. Marketing management is incorporated to the whole process of value creation and value delivery. It can improve all the layers of core competence. Based on famous scholars' marketing theory and empirical research on company's cases, this thesis proposes systematic analyzing pyramid model of marketing management and marketing mix analysis model. On the basis of these models, the decision-makers can make systematic marketing decision, and systematically cultivate the outer-layer of core competence.Core technology and unique resource are inner-layer of core competence. One firm must has core technology and unique resource or get core technology and unique resource through strategic ally if she wants to have long-term competitive advantages.But it' s not enough for a firm to have core technology and unique resource. Cultivating core competence is a systematic program. The core technology and unique resource are not valuable if they can' t create more customer-perceived-value in the market. Therefore, the firm must reinforce its outer-layer through improving customer-perceived-value. How to transfer inner-layer of core competence and unique resource to outer-layer of more customer-perceived-value? That' s effective management, the sustaining layer between inner-layer and outer-layer.This thesis researches how to cultivate core competence from every layer. With capacitor' s firms as examples, goes into details to analyze core competence, and proposes how to improve core competence.