基于持续竞争优势的企业营销力强化与提升研究

摘要

基于动态持续竞争优势观，分析了动态环境下营销力对持续竞争优势的作用机制，指出企业要通过营销力强化和提升的双重作用，使得原有的竞争优势被侵蚀殆尽之前能培育和发展出新的竞争优势，形成持续竞争优势。并根据竞争优势出现消散的原因，从营销资源配置战略角度提出了营销力强化与提升的方法。%This paper based on the dynamic sustainable competitive advantage, makes a view of marketing strength function mechanism on the sus- tainable competitive advantage. We put forward that enterprises through the dual role of the marketing strength enhancement and promotion, foster new competitive advantage before the original competitive advantage was eroded. According to the competitive advantage to dissipate, it points out the marketing strength to strengthening and improving method from the marketing resources disposition strategy angle.