【作者】 程艳霞；

【导师】 胡树华；

【作者基本信息】 武汉理工大学 ， 管理科学与工程， 2005， 博士

【摘要】 本文从资源与竞争这两个理论基点出发,依据企业资源理论、企业能力与竞争力理论、经典与现代营销理论以及企业安全管理理论等基础理论,借鉴已有的营销力相关理论研究成果,重新界定了营销力的基本概念。本文认为营销力是企业有效整合其内外资源,在市场营销层面上加以优化配置和高效运用,并在动态环境中不断强化和提升,进而转化为企业竞争力,并最终依靠这种竞争力获得市场竞争优势、支撑企业可持续发展的合力。在此基础上,首次提出了营销力管理的概念,指出营销力管理是企业为获得竞争优势,依据其战略目标,以营销力为对象,在对企业现有营销力测评的基础上,通过分析和识别企业营销力现状,以培育和提升营销力为核心,并适时监控,防范和修复可能出现的营销力风险与危机,对企业营销力生命周期进行有效把握和控制的一系列管理活动。基于对营销力管理内涵的分析,提出了营销力管理的理论框架和理论模型。并对营销力和营销力管理的基本理论进行扩展和深化,提出并探讨了营销力的生成理论、协同理论和动力理论,以及营销力管理的流程理论、价值链理论、生态学理论和集成理论。 营销力生成理论分析了营销力的内外双层生成机制,企业竞争力体现企业的外在特征,而企业能力则体现企业的内部特征。企业能力是企业竞争力的源泉,企业竞争力又是企业外在竞争优势的源泉。营销力管理作为最为关键的资源内生转换机制,搭起了由优势资源向竞争优势和持续性竞争优势转化的桥梁,这是营销力管理产生的深层次成因。营销力协同理论重点研究了营销力各亚力之间、亚力与整体之间的协同关系。营销力管理协同包括两个方面:一是单个亚力与其他亚力之间的共生关系;二是营销力子系统之间的协同进化,只有当系统间存在共生关系时才会产生协同进化。重点分析企业部门间的协同关系。营销力动力理论从物理学中的流体力学视角出发,重点研究了营销力各亚力对竞争对手、顾客和合作者这三个作用空间维度的作用效力关系。营销力管理的流程理论提出了营销力管理的流程化运作系统模型,并分析了营销力管理流程的实施与控制过程;营销力的价值链管理从价值链层面切入,以价值创造和增值为主线,将企业营销力管理的各种价值活动整合成链状结构,通过科学的管理方法,提高各个营销力管理环节的价值增值能力,同时,使其形成有机整体,打造企业的核心竞争力,提高企业的竞争优势。营销力的价值链管理以构建和优化营销力价值链为目的,其本质在于通过不断完善和强化企业的内部价值创造系统,以维持和持续高效的价值创造能力,基于此概念详尽分析了营销力价值链管理的中心内容。营销力更多还原

【Abstract】 Began with two base points: resources and competition, and according to the Enterprise Resource Theory, Enterprises Power and Competition Power Theory, Classical and Modern Marketing Theory and Enterprises Security Management Theory, this dissertation uses the research results of those related marketing theories to redefine the basic definition of marketing force. This dissertation considers that marketing force is a composition of forces, which integrates the interior and exterior resources effectively, puts the optimization and the efficiency collocation in marketing, consolidates, improves and transforms the resources into competition power, then finally makes the enterprises gain the market advantage and sustainable development. On this foundation, this dissertation proposes the concept of marketing force management for the first time, and points out that marketing force management are a series of management activities that help the enterprises gain the competition advantages, including in accord with the strategy target, taking the marketing force as the object, on the foundation of the evaluation of the existing marketing power, then through analyzing and identifying the actuality of marketing force, focusing on the cultivation and improvement of marketing, supervising, controlling, preventing and repairing those potential marketing risk and crisis, and controlling the life cycle of marketing force effectively. Based on the analysis to the connotation of marketing force management, this dissertation proposes a framework and a model of marketing force management. Furthermore, it develops and improves the basic theories in marketing force and marketing force management. With particular analysis and research in each theory content, this dissertation puts forward and discusses several theories in marketing force and marketing force management: Generative Theory of Marketing, Synergy Theory of marketing force, Dynamic Theory of marketing force, Management Process Theory of Marketing force, Value Chain Theory, Ecology Theory and Integration Theory.Generative Theory of Marketing Force analyzes the interior and exterior generative system. The enterprises competition power indicates its external characteristics, and the enterprises competence indicates the internal characteristics. The enterprises competence is the origin of the enterprises competition power, comparatively, the enterprises competition power is the origin of the external competition advantage for the enterprises. Taking the marketing force management as a sticking point, the resources endogenetic transform system makes a bridge from advantage resources to competition resources and durative resources, and which is thedeep-seated reason of the production of marketing force management. Synergy Theory of marketing force researches the relationships between the subpowers of marketing, the synergy relationship between the subpower and the integration. Marketing force management includes two aspects: one is the synergy relationship between a single subpower with other subpowers, the other is the synergy evolution between the subsystems of marketing, and the synergy evolution only happens when the subsystems have the symbiosis relationship. The synergy relationship between different departments of the enterprises is the main object in this research. From the point of hydromechanics in physics, Dynamic Theory of marketing force mainly researches the relationship between the subpower with the three-dimensional interspaces of competitors, customers and cooperators and its effect;Management Process Theory of Marketing force proposes a flowage structure system model of marketing force management, and analyzes the execution and controlling processes of marketing force management;along with the main line of value creation and increment, Value Chain Management Theory of Marketing force puts every value activities of in a whole chain structure from the point of value chain, and with scientific management method, to improve the ability in value increment of each part of the value chain, and at the same time, make them as an organic integration, create the enterprises core competition and improve the competition advantage. In order to construct and optimize the value chain, the hypostasis of value chain management of marketing force is the amelioration and consolidation of the internal value creation system, for the maintenance of the ability in value creation, and based on this concept, this dissertation analyzes the main content of the value chain management reasonedly. Ecology Theory of marketing force is simulating the management targets—marketing force as a natural objects and the ecosystem, and simulating the marketing force management environment as the ecology environment, and using the theories and methods in Ecology to analyze the framework, function structure, dynamic development and the related theories to the dynamic exchange theory in marketing environment of management ecosystem. It is the key point in the ecology research of marketing force management that simulate the relationship between marketing force management and environment as relationship between an ecosystem and ecology environment .Furthermore, this dissertation mainly analyzes the composition of the ecology environment of marketing force management and the mutual effect and relationship with the environment. Integration Theory of marketing force management uses five basic fields in Integration Theory to analyze the concept and connotation of marketing force management, and then build a system model in integration marketingforce management. Integration marketing force management is a process and activity in taking different kinds of enterprises resources and marketing force subpowers as many integration units, and in a certain integration condition and integration environment, using certain integration model to make them become an organic integration, and then collocating and using reasonably in marketing force concept. From this definition we can make this conclusion, marketing force management includes two aspects of connotations: one side is the issue of marketing force integration;the other is the activities of marketing force management integration.On the basis of the seven theories, this dissertation proposes a viewpoint in strategic marketing force management, the framework and the idea based on the life cycle. In view of enterprise strategy, the strategic marketing force management breaks the function border, puts the marketing force activities of enterprises into the overall strategic management activities of the enterprises, and takes the enterprise life cycle as the main line, through the identification, cultivation, integration and promotion to make the enterprises marketing power, to ensure the continual development of the enterprises. The strategic marketing force management discusses the essential countermeasure in strategic marketing force management from three dimensions in the marketing civilization integration, marketing strategy integration and marketing policy integration, this theory believes we should divide the cultivation strategy into two stages, which mean to identify the resources essential of marketing and cultivate the identified marketing force essential. The enterprises resources identification is the precondition and base of marketing force cultivation. In marketing force integration strategy, this dissertation proposes the enterprises should take measure from the marketing force civilization integration, marketing strategy integration and marketing policy integration, its basic integration model is marketing function integration, mainstream integration model is marketing strategy integration, and the most advanced is marketing civilization integration. In the strategy of marketing improvement, this dissertation proposes, in different stages, according to different conditions, through the innovation in marketing and information, the enterprises should follow the life cycle discipline, resume and improve the marketing force power.The marketing power evaluation evaluates the marketing power with the ration analysis method. It may provide the objective evidence for the enterprises ’ development, simultaneously, enhance the enterprise marketing force with the data support. Comparing with the reference in mathematics method, the enterprises should divide its advantage and the disadvantage into the marketing power componentconcretely. The marketing force evaluation introduces the goal, function and the basic principle of marketing force evaluation firstly. Secondly, it gives a specific analysis of the target system of marketing force evaluation, which is the level system of marketing power to constitute the respective subpower and force component, and makes the structure of flow chart and the evaluation model of marketing power evaluation. It analyzes the target system of marketing power evaluation, which is the level system of respective subpower and force component in the constitution of marketing force, and makes the structure of flow chart and based on octagon evaluation model of the fuzzy evaluation.The safe management of marketing force mainly analyzes and researches the crisis management and the risk management of marketing force. The crisis management of marketing force defines the concept, characteristic, symbols and basic contents of the crisis management of marketing force. The risk management of marketing force analyzes its reasons, characteristic, the key content, and introduces the method and the way of the risk management of marketing force.更多还原