本文選題：市場營銷 + 企業(yè)營銷力��； 參考：《滁州學院學報》2016年06期

【摘要】：企業(yè)營銷力是一系列變量的組合,不同的發(fā)展時期,企業(yè)營銷力的組成不盡相同。在對企業(yè)營銷力概念界定的基礎上,分析了電商背景下營銷的特征,構建了電商背景下企業(yè)營銷力的概念模型,認為電商背景下企業(yè)營銷力包含產品力、品牌力、價格力、渠道力、促銷力、營銷執(zhí)行力、適應力和數(shù)據(jù)力等八個變量,論述了當前時代背景下構建企業(yè)營銷力概念模型具有強調營銷力發(fā)展的動態(tài)性、明確當前時代背景下企業(yè)營銷力的構成,以及提升企業(yè)市場營銷能力的重要意義。
[Abstract]:Enterprise marketing power is the combination of a series of variables, different development period, the composition of enterprise marketing power is different. On the basis of defining the concept of enterprise marketing power, this paper analyzes the characteristics of marketing under the background of ecommerce, constructs the conceptual model of enterprise marketing power under the background of ecommerce, and holds that the marketing power of enterprise under the background of ecommerce includes product power, brand power and price power. This paper discusses eight variables, such as channel power, promotion power, marketing executive power, adaptability and data power, and discusses the dynamic nature of the development of marketing power in constructing a conceptual model of enterprise marketing power under the background of the present era. This paper clarifies the composition of enterprise marketing power under the background of the present era, and the significance of improving enterprise marketing ability.
【作者單位】： 安徽新華學院商學院;
【基金】：安徽省高等學校人文社科重點研究項目(SK2016A0445)
【分類號】：F274

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