电商背景下企业营销力概念模型的构建探讨

摘要

企业营销力是一系列变量的组合，不同的发展时期，企业营销力的组成不尽相同。在对企业营销力概念界定的基础上，分析了电商背景下营销的特征，构建了电商背景下企业营销力的概念模型，认为电商背景下企业营销力包含产品力、品牌力、价格力、渠道力、促销力、营销执行力、适应力和数据力等八个变量，论述了当前时代背景下构建企业营销力概念模型具有强调营销力发展的动态性、明确当前时代背景下企业营销力的构成，以及提升企业市场营销能力的重要意义。%Marketing force is a combination of series of variable;marketing force compositions are not all same in different periods.On the basis of defining the concept of corporate marketing force,this pa-per analyzes the characteristics of marketing under the background of E-Commerce and constructs the concept model of enterprise marketing power in the context of the E-Commerce.It also insists that mar-keting force under the electricity business background contains eight variables:products strength, brand strength,the price of power,channel power,capability of sales promotion,marketing execu-tion,adaptability and force data.This paper discusses the concept model of marketing force in the con-text of the current era,which emphasizes the dynamic development of marketing force.It is of great significance to make clear the composition of enterprise marketing power in the background of the pres-ent age and to improve the marketing ability of enterprises.