Talk about enterprise competence marketing way and its influencing factors

Abstract: the study found that ability including the ability to transfer of marketing and sales, the ability of communication and promotion, sharing and union of three typical way;And the choice of a variety of ways is the ability to attribute and the marketing characteristics, cultural distance, relationship quality and customer value and enterprise value variables such as the result of the interaction.This recognition in theory and reveals the ways of marketing ability and choice mechanism, the ability to expand and enrich the existing marketing theory, and provides the academic development ability next marketing scale structure shape and support;At the same time the ability to formulate marketing strategy for the enterprise marketing method to provide corresponding guidance and effective selection ability.
Key words: ability of marketing;Marketing way;Selection mechanism
One, the introduction
Existing enterprise competence theory, especially the theory of marketing ability is difficult to explain the marketing communication activities between industry enterprises in the market.Because in industrial marketing, communication between the enterprises more and more focused on the supplier's resources and capabilities, rather than the current sales of the products.For example, in the capital products trade fair, exhibitors tend to introduce to the customer from the r&d department of technical personnel and technology trends, rather than the current to be the focus of the sales of products as;In textile fair, exhibitors often use a variety of trendy fashion show to demonstrate its product capacity, rather than displaying various concrete material such as cotton or wool;In medical equipment, professional exhibition supplies technical personnel of enterprises generally like to discuss the