The Construction And Assessment Of Enterprise Marketing Force Under The Background Of Information Fragmentation

As we are stepping into an era of information fragmentation, a radical transformation inthe consumption concept and patterns of clients is also becoming increasingly conspicuous.With the outer environment going through constant changes, it is especially crucial forenterprises nowadays to promote their core competence and to ensure a steady improvement.Being one of the decisive factors of an enterprise’s core competence, marketing force hasbeen a focus of management academia. However, there exist some shortcomings with thecurrent research about marketing force; first of all, the available study on the composition andinfluencing factors of marketing force cannot fully cover the new features of the ongoingmarketing activities. On the other hand, there are still a certain number of domesticenterprises that are not able to properly position and assess themselves due to a lack ofmarketing awareness, simply imitating successful companies in producing and promotingtheir services, an incomplete marketing system and a blurred awareness of its position in themarket competition, thus hindering their improvement and making themselves not able tokeep pace with the objective requirement of the new era. That is why an updated theoreticaldiscussion about the composition of marketing force in our time is crucial.Based on the existing shortcomings in current research and the practical issuesconfronting the enterprises in their marketing force construction process, this essay will focuson structuring and testing a new marketing force index system through aspects such as theexpansion of the content, the construction of the system and primary case study.In the first place, this essay re-constructs the composition of marketing force. Accordingto the now-available research, apart from a detailed analysis of the nine sub-forces and thetwenty-seven component forces in the whole system, this essay will expand the dimension ofthis system by adding the elements of an efficient marketing force(including adaptability andperceptiveness).Secondly, assess the weight coefficient of each sub-force by combining the qualitativeanalysis and quantitative analysis and using analytic hierarchy process, and then form arelatively complete marketing force index system. Finally, through case study, analyze and assess the marketing force of HL enterprises,and primarily test the capability of this new index system.This study combines theories and practice, re-builds the dimensions of the marketingforce system; blending quantitative and qualitative measures, our research is aimed atimproving the marketing force index system; and conducts tests through case study, thusensuring a strong theoretical significance of the new system. Besides, we will try to giveinstructions to the enterprises, help them know about marketing force in an all-round way,cultivating and improving their own marketing forces. Despite the limitations in some aspects,this study, together with the new assessment model it presents, still provides domesticenterprises with practical guidance on better knowing their advantages and disadvantages indeveloping their marketing forces and promoting their core competitiveness.