The Marketing Ability Building Of B2B Enterprises Based On Customer Orientation

Since 1990's, the B2B marketing environment appears out the representative characteristic that "customer leading factor, competition is fierce , globalization ". Customer need become individuation and diversifying, competition become gradually fierce, the B2B marketing become more and more globalization. If B2B enterprise want to keep abreast with the step that marketplace develop, they need to satisfy customer need by defeating competitors within world range, finally distribute products and serve on foreign market successfully. This requires that B2B enterprise have the ability which satisfies customer needs are much better than the competitor selling.Because of the marketing ability of Chinese B2B enterprise being insufficient, the sells achievement of many enterprises increase slowly , even grave letting down in recent years, many enterprises develop overseas market are repeatedly baffled.The present enterprise ability theory has produced a little practical or immediate significance to enterprise practice, and show out big and powerful together life-force, but the time taking form of the present enterprise is not long, it is not mature relatively, still exist a little limitation. The main behavior is around that: the present enterprise ability theory stay on enterprise ability aggregation concept all the time; guiding is ambiguous; have ignored or have been reduction people's value; has not solved the enterprise ability external performance and internal transmission question; have ignored the impact of the outside environment to enterprise.Therefore, the marketing ability building of B2B enterprises based on customer orientation is a problem being worthy for the theory boundary and the practice boundary to study. Researching to this problem is able to provide theory and practice direction for B2B enterprise building the marketing ability, and be able to help B2B enterprise to build and develop competitive edge.The research methods of this study are interdisciplinary research method, the systematicness and priority nature combine each other, the model analyses and the logic speculate combine each other, the theory reasoning and demonstration analysis combine each other. Draw support from multidisciplinary knowledge and use various research methods. Try to make research justified to the full having occupying, make the conclusion be able to have an effect to guide practice.By recollecting the document, reasoning theory and building a model, this study thinks that B2B enterprise marketing ability is one kind of the system acting force which coming from comprehensive treatment with mentality pattern and ability of the employee, and being able to matching with the customer need. Judging from the supplying and need of B2B enterprise marketing ability, mentality pattern and ability of the employee are the wellhead of marketing ability supplying, decision the possibility, efficiency and effect of the marketing ability supplying coming true. The ability needs that having satisfied customer need, represented the marketing ability need; marketing ability need and supplying co-determination the structure of the B2B enterprise marketing ability. Pushing down the arrangement of ideas that the customer needs, the structure of B2B enterprise marketing ability can be classified to the ability of response need, the ability of anticipating need and the ability of molding need. Pushing down the important of ability, the structure of B2B enterprise marketing ability can be classified to core marketing ability and sort marketing ability. Regardless of which structure of marketing ability, whose representative characteristic show mainly as "value"," Peculiarity", "Tractility", "Flexibility" and"Internal Transmission".The study basis that"if enterprise own the 5th step of manager and be an excellent company", have built two B2B enterprise marketing ability models, Suggest that building B2B enterprise marketing ability should make complying with five aspect: Firstly, start from studying customer need, ascertain enterprise strategy direction, to the excellent enterprise which owning "the 5th step of manager ", should start from" seeking the right people, forming preeminent administration team". Secondly, guard the pass strictly on picking up the candidates, pay close attention to mentality pattern and ability of the employee. Thirdly, take effect of team managed seriously. Team is the key position and external manifestation of B2B marketing ability. Team manage is the effective approach of building B2B marketing ability. Fourthly, promote team behavior changes to enterprise ability. Enterprise ability is not the employee ability and team ability simplicity adding together, but be that the employee ability and team ability system combination take form. Finally, take satisfying customer need as sign milestone. Sign milestone appearing, imply building B2B enterprise marketing ability stage or be completed ultimately. Handle middle in reality, the milestone event can be nimble choosing according to the marketplace, industry and enterprise reality.The study suggest that we should estimate comply with customer, competitor, enterprise oneself and employee. By further thin melt this four aspects, we have built the system appraising an index of B2B enterprise marketing ability, use quantization index to carry out valuation as far as possible.The study carry out demonstration analysis by using the describe law of the small sample book samples. Have investigated 31 B2B enterprises together, 24 enterprise among them have given a questionnaire feedback. The questionnaire give out by the form with email, gives out 4 investigation questionnaires for every enterprise. Give out 124 questionnaires together, reclaim 87 effective questionnaires, the coefficient of recovery reaches 70.16%. Analytical result of demonstration has verified the conclusion of the study further, has answered problem brought forward by this research institute, has certain theory significance and practical significance.This study inherit prehominid's research result on the basis, also have certain innovative. It embody in mainly do differentiation study during unlike the guiding enterprise ability, do differentiation study between B2B enterprise ability and B2C enterprise ability, do differentiation study between marketing ability and other ability, Choose the intersection point of subdivide arrangement of ideas much as the study object, and build a theory system around this. Take the mentality pattern and ability of employee as basis of building enterprise marketing. Priority studies the mentality pattern and ability of employee changing in the process of building enterprise marketing ability. Reveal out "person" role and effect in each links of building enterprise marketing ability. Understanding and defining enterprise marketing ability complying with outside enterprise marketing ability need and supplying inside, attach importance to the impact of external factors such as marketing environment, customer need, competitor on enterprise marketing ability, and also pay attention to the impact of management and employee on endogenous process of enterprise marketing ability. Build two models of building enterprise marketing ability comply with the pragmatic angle. Use the quantization index system to estimate B2B enterprise marketing ability comply with customer, competitor, enterprise and employee.