A Study On High-tech Enterprise Initial Growth Mechanism Based On The Marketing Ability

When the world economy is entering a knowledge-based economy andtechnology economy, the new high-tech enterprises have become the mainstream oftechnological progress and innovation, and the marketing force in the process ofdevelopment of high-tech enterprises are becoming increasingly important. Thisphenomenon has caused widespread concern in academia and industry.The present study from the marketing power perspective, empirically proposesthat an extend structure of marketing power based on advance the literature, and teststhe effects of marketing dimensions on business grown. The results from testing themarketing power structure provide evidence that the structure of marketing powermakes up a five dimensions of14factors. The results show that the marketing forceincludes five dimensions，that is marketing cultural capabilities, marketing strategycapabilities, marketing tactics capability, marketing execution and relationshipmanagement capabilities.Meanwhile, the result also showed the dimensions of the Marketing power are onthe influence of the enterprise growth, and the prerequisite is the businessperformance. Marketing strategy capabilities, marketing tactics capabilities andmarketing execution capability have a significant positive impact on business growth.The most influential dimension is Marketing executive capacity, the second isMarketing tactics capabilities,the third is Marketing strategy capabilities、Enterpriseperformance has a significant positive impact on business growth. Relationshipmanagement capabilities and marketing cultural competence for enterprise growth areonly for statistical support.This paper empirically proved marketing power of the concept is a multi-dimensional rank structure, and it is constituted by the5dimensions of14factor.itscientifically reveals the marketing power‘s core meaning and methods of businessgrowth, a more systematic understanding of the structure of the marketing powerconnotation, And provides the basis for the Government to promote the developmentof high-tech and guidance to business growth. This paper made an experimental studyon the dimensions of the marketing force causal relationship between the enterpriseperformance and business growth, It has proved that the mechanism and function ofmarketing power effect on start-up of high-tech enterprises of the growth process.