The Study On The Marketing Force Synergy Based On Competition

The external environment for Chinese enterprises is changing with unprecedented characteristics of economic globalization, information-based economy, cultural diversity, as well as highly competitive, extensive and profound social change and the impact. The enterprises make survivals in a 3C era which is full of change, challenge and chance. In such a competitive market, how to win the competitive advantage is the core of studies on modern marketing. The aim for the competition is to win in the market, and nutrition of the market relies on the marketing force. Marketing force synergy is a system of theories that use the basic ideas and methods of synergetic theory, which studies the law of the synergy of marketing force units and implement management on it. The objective is to achieve the overall function of the marketing force system in a more effective way. As a result, the study on the marketing force synergy can help the enterprise identify the deep-seated reason why the synergetic effect doesn't appear and further more point out the way of reducing the resource cost through marketing force synergy in the process of marketing force management, realizing the function improvement and cost minimization and finally achieving the synergetic effect. As a result, the study on the marketing force synergy based on competition is of great significance in both the theoretical level and the practice level.In the beginning of the thesis, the author described the background of this study, and makes an analysis on the status quo of the researches at home and abroad. It clarifies the purpose, the significance and the clues of the study. Then the author makes a summary of the theories which are related to the marketing force research, including a introduction of the marketing force theory, the synergetic theory and competitiveness theory, placing a solid foundation for the further study. Chapter 3, Chapter 4 and Chapter 5 are the main body of this study. It follows the clue of marketing synergetic units, synergetic condition, synergetic interfaces and synergetic modes. Chapter 3 studies the synergetic units and conditions. Firstly, it introduces the concept and the characteristics of marketing force synergy, and then it has an in-depth exploration of the connotation and attributes, the levels, quality Parameter and image Parameter the construction of the synergetic units. Finally it has a discussion of the synergetic conditions of the marketing force synergy(including necessary condition, sufficient conditions, and the stabilizing conditions). Chapter IV is the study of the synergetic interface of the marketing force. It introduces the connotation and attributes and the type of it. Then it has an analysis of the interface problems in terms of the interface obstacle and the interface contravention of the marketing force's synergetic interface. It divides the interface management into creation stage, growing stage, improving stage and span stage and proposed the characteristics of each stage. On the basis of that, it designs the evaluation index system for the marketing force synergetic interface management and the strategies for the management of each stage. Chapter V bases it research on the formation theory of the synergy modes of marketing force. It explores the order parameter selection and the management standards and methods. Based on it, it proposes the behavioral mode and operational mode of the marketing force synergy. The behavioral modes includes the complementary mode and competitive and cooperation mode. The operation mode includes the intersectional synergetic mode, project team synergy mode and star-shape synergy mode. Finally it summarizes the thesis, points out the limitations and clarifies the direction for future researches.