企业营销竞争力评价体系的构建及其应用研究
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摘要
随着市场竞争空间的不断扩大、程度的不断加剧，一个企业是否具有较强的竞争力决定了该企业是否能够在日益加剧的市场竞争中得以生存和发展。营销管理是规划和实施理念、商品和劳务设计、定价、促销、分销，为满足顾客需要和组织目标而创造交换机会的过程，它是体现企业竞争力的直接环节。因此，在市场竞争不断加剧、市场环境复杂多变的今天，如何培育、提升和评价自身的营销竞争力水平是每一个企业都必须面对的重要课题。
本文以现代营销管理理论和企业竞争力理论为基础，结合相关的理论知识，系统地概括和总结了国内外对于“营销竞争力”的研究成果，并对这些成果提出了自己的评价和观点。然后，本文详细地研究并形成了一套研究企业营销竞争力理论的基本思路，深入阐述了企业营销竞争力形成的理论模式和具体要求，并以此为先导，构建了一套较为系统、完整的企业营销竞争力指标评价体系，运用定量与定性相结合的方法加以评价。笔者在最后用两个案例证明了这一课题研究的实用价值和实际意义。全文共由5个部分组成：
第一章主要阐述了本文的研究背景和研究意义，对国内外在该领域的研究做了简单的总结与回顾，指出本文的研究框架、研究内容和创新点。
第二章是本文对营销竞争力理论研究和阐述的重点，形成了一套研究企业营销竞争力理论的基本思路。笔者研究了市场营销和营销管理的基本内涵，总结归纳出了营销管理过程的“输入—产出”模式和“整体营销管理过程”，并结合企业竞争力理论，详细地阐述了营销竞争力的基本内涵和基本特征。最后，笔者深入探讨营销管理在公司地位的演变和营销管理职能与其它三大管理职能之间的关系，分析了营销竞争力与企业竞争力之间的关系。
第三章着重研究企业营销竞争力是如何形成的。笔者主要是在第二章对于营销竞争力理论研究的基础上，根据企业整体的营销管理过程和营销竞争力的基本概念，研究得出营销竞争力的理论形成模式，指出企业营销竞争力的形成是这样的一种过程：企业不断培育、创新和升级自身的营销理念，从而以此指导企业在参与市场竞争的过程中，不断提升营销调研、营销战略规划、营销策略计划、营销执行与控制等各方面综合竞争能力水平。接着，笔者就用了较大的篇幅详细地分析了以上五项竞争能力是如何形成的。
第四章主要研究了企业营销竞争力的评价。笔者在阐述了企业营销竞争力评价的实际意义和应用前景以及企业营销竞争力指标评价体系的具体设计原则之后，构建出营销竞争力的多层次指标评价体系。然后，笔者将层次分析法、专家咨询法和综合加权平均法等定量与定性分析方法相结合，给出了企业营销竞争力的评价方法。最后通过两个具体案例分析，说明了本文所提出的营销竞争力指标评价体系和评价方法的具体应用过程。
第五章是对本文的总结，重申了笔者从事本课题研究的主要目的和意义，对本文的研究成果和不足之处做了简单的归纳，提出了今后进一步的研究方向。
With the growth of both the space and degree of market competition, whether an enterprise could survive and develop in the increasingly competitive market depends on its competence. Marketing management is "the process of planning and executing conception, designing, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals" It is a key segment that directly embodies the competence of an enterprise and a process that creates exchanging opportunity to meet the needs of customers and the goal of the organization. Therefore, it is an important subject that faces every enterprise as to how to cultivate, improve and measure its own marketing competence in today's increasingly complicated and continuously changing market.
This thesis, based on modern marketing management and enterprise competence theories and combined with other relative theories, generalizes and summarizes systematically the research accomplishments on marketing competence home and abroad and makes comments and states the writer's opinion on them. The thesis goes further to research and establish a series of basic theories on marketing competence and elaborates on the theory pattern and specific requests for the forming of an enterprise's marketing competence. Guided by these theories, the thesis build a complete evaluation indicator scheme for enterprises' marketing competence and comments on it through quantitative and qualitative approaches. At last the writer documents with two cases the value and practical significance of the subject. The thesis consists of the following five chapters:
The first chapter states the background and significance of the research, reviews and summarizes briefly the achievement home and abroad in the field and presents the frame, contents and innovation of the thesis.
The second chapter is the focal point of the thesis, in which basic theories on marketing competence is set up. The writer studies the connotation of marketing and marketing management, summarizes it in terms of "the input-output pattern of marketing management process" and "integrated marketing management process" and expounds the basic implications and features of marketing competence. The writer then studies the changing position of marketing management in companies and the relationship between the function of marketing management and the functions of the other three major managements and analyzes objectively and scientifically the relationship between marketing competence and enterprise competence.
The third chapter mainly deals with the formation of marketing competence. Based on the established theories in chapter two and basic conceptions of marketing competence and the integrated marketing management process, the writer works out a theoretic formation pattern for marketing competence: an enterprise continuously cultivates, innovates and upgrades its marketing notions, guided by which the enterprise improves its comprehensive level in market research, marketing policies, marketing
strategies, marketing implementation and control. The writer then analyzes at length the formation of the above-mentioned five elements of marketing competence.
The fourth chapter expounds the evaluation for marketing competence. Having elaborated on the practical significance, application prospect and specific principles for marketing competence evaluation scheme, the writer sets up a multi-level evaluation scheme for marketing competence. Furthermore, the writer combines quantitative and qualitative approaches such as Analytical Hierarchy Process and expert inquiry and offers the evaluation method for marketing competence. The thesis finally demonstrates the application procedure of the scheme through the analysis of two cases.
Chapter Five concludes the thesis by restating the purpose and significance of the subject, sums up the achievement and defects of the thesis and provides direction for future research.
本文以现代营销管理理论和企业竞争力理论为基础，结合相关的理论知识，系统地概括和总结了国内外对于“营销竞争力”的研究成果，并对这些成果提出了自己的评价和观点。然后，本文详细地研究并形成了一套研究企业营销竞争力理论的基本思路，深入阐述了企业营销竞争力形成的理论模式和具体要求，并以此为先导，构建了一套较为系统、完整的企业营销竞争力指标评价体系，运用定量与定性相结合的方法加以评价。笔者在最后用两个案例证明了这一课题研究的实用价值和实际意义。全文共由5个部分组成：
第一章主要阐述了本文的研究背景和研究意义，对国内外在该领域的研究做了简单的总结与回顾，指出本文的研究框架、研究内容和创新点。
第二章是本文对营销竞争力理论研究和阐述的重点，形成了一套研究企业营销竞争力理论的基本思路。笔者研究了市场营销和营销管理的基本内涵，总结归纳出了营销管理过程的“输入—产出”模式和“整体营销管理过程”，并结合企业竞争力理论，详细地阐述了营销竞争力的基本内涵和基本特征。最后，笔者深入探讨营销管理在公司地位的演变和营销管理职能与其它三大管理职能之间的关系，分析了营销竞争力与企业竞争力之间的关系。
第三章着重研究企业营销竞争力是如何形成的。笔者主要是在第二章对于营销竞争力理论研究的基础上，根据企业整体的营销管理过程和营销竞争力的基本概念，研究得出营销竞争力的理论形成模式，指出企业营销竞争力的形成是这样的一种过程：企业不断培育、创新和升级自身的营销理念，从而以此指导企业在参与市场竞争的过程中，不断提升营销调研、营销战略规划、营销策略计划、营销执行与控制等各方面综合竞争能力水平。接着，笔者就用了较大的篇幅详细地分析了以上五项竞争能力是如何形成的。
第四章主要研究了企业营销竞争力的评价。笔者在阐述了企业营销竞争力评价的实际意义和应用前景以及企业营销竞争力指标评价体系的具体设计原则之后，构建出营销竞争力的多层次指标评价体系。然后，笔者将层次分析法、专家咨询法和综合加权平均法等定量与定性分析方法相结合，给出了企业营销竞争力的评价方法。最后通过两个具体案例分析，说明了本文所提出的营销竞争力指标评价体系和评价方法的具体应用过程。
第五章是对本文的总结，重申了笔者从事本课题研究的主要目的和意义，对本文的研究成果和不足之处做了简单的归纳，提出了今后进一步的研究方向。
With the growth of both the space and degree of market competition, whether an enterprise could survive and develop in the increasingly competitive market depends on its competence. Marketing management is "the process of planning and executing conception, designing, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals" It is a key segment that directly embodies the competence of an enterprise and a process that creates exchanging opportunity to meet the needs of customers and the goal of the organization. Therefore, it is an important subject that faces every enterprise as to how to cultivate, improve and measure its own marketing competence in today's increasingly complicated and continuously changing market.
This thesis, based on modern marketing management and enterprise competence theories and combined with other relative theories, generalizes and summarizes systematically the research accomplishments on marketing competence home and abroad and makes comments and states the writer's opinion on them. The thesis goes further to research and establish a series of basic theories on marketing competence and elaborates on the theory pattern and specific requests for the forming of an enterprise's marketing competence. Guided by these theories, the thesis build a complete evaluation indicator scheme for enterprises' marketing competence and comments on it through quantitative and qualitative approaches. At last the writer documents with two cases the value and practical significance of the subject. The thesis consists of the following five chapters:
The first chapter states the background and significance of the research, reviews and summarizes briefly the achievement home and abroad in the field and presents the frame, contents and innovation of the thesis.
The second chapter is the focal point of the thesis, in which basic theories on marketing competence is set up. The writer studies the connotation of marketing and marketing management, summarizes it in terms of "the input-output pattern of marketing management process" and "integrated marketing management process" and expounds the basic implications and features of marketing competence. The writer then studies the changing position of marketing management in companies and the relationship between the function of marketing management and the functions of the other three major managements and analyzes objectively and scientifically the relationship between marketing competence and enterprise competence.
The third chapter mainly deals with the formation of marketing competence. Based on the established theories in chapter two and basic conceptions of marketing competence and the integrated marketing management process, the writer works out a theoretic formation pattern for marketing competence: an enterprise continuously cultivates, innovates and upgrades its marketing notions, guided by which the enterprise improves its comprehensive level in market research, marketing policies, marketing
strategies, marketing implementation and control. The writer then analyzes at length the formation of the above-mentioned five elements of marketing competence.
The fourth chapter expounds the evaluation for marketing competence. Having elaborated on the practical significance, application prospect and specific principles for marketing competence evaluation scheme, the writer sets up a multi-level evaluation scheme for marketing competence. Furthermore, the writer combines quantitative and qualitative approaches such as Analytical Hierarchy Process and expert inquiry and offers the evaluation method for marketing competence. The thesis finally demonstrates the application procedure of the scheme through the analysis of two cases.
Chapter Five concludes the thesis by restating the purpose and significance of the subject, sums up the achievement and defects of the thesis and provides direction for future research.
引文
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