摘要
随着我国制造业的快速发展,塑料的应用领域越来越广泛,需求量也不断的
增加,尤其是工程塑料行业,由于具有更优异的性能,而成为增长速度最快的塑
料品种。与此同时,行业竞争加剧,客户漂移等问题也是各个企业必须面对的问
题。上海锦磁贸易有限公司是一家销售工程塑料的公司,面对外部的机会和威胁,
公司应该怎样去利用外部机会,并将外部的威胁转化为对公司有利的因素。
本论文以上海锦磁贸易有限公司为研究对象,分析了公司的基本情况及现有
的营销系统,剖析了公司销售波动的原因,接着针对这些营销问题构建了动态营
销能力模型,并结合公司具体的情况,讨论了公司具体该如何实施动态营销体系,
具体从公司的市场知识的获取,外部资源联盟和内部资源整合,以及从公司层面、
业务层面和组织层面来探讨了资源的释放,积极响应客户。从而增强公司的竞争
力,扩大市场份额,获得稳定的销售额,提高公司价值。
关键词:动态营销能力;知识获取;资源联盟;资源整合;资源释放
Abstract
With the rapid development of China's manufacturing industiy, plastics has more
extensive applications, demand is also constantly increasing, especially in the
engineering plastics industry, for its superior performance, and to become the fastest
growing plastic varieties. At the same time,the enterprises must face so many issues,
such as industry competition, consumer. Shanghai Jin Magnetic Co.,Ltd. has
engaging in engineering plastics business. With the outside opportunities and threats,
how should a company to take advantage of external opportunities and transforming
the external threats into the enterprise favorable factors.
In this paper, we study the dynamic marketing system of Shanghai Jinci Trading
Co.,Ltd. Firstly, we analyze the company's basic situation and the existing marketing
system of Shanghai Jinci Trading Co.,Ltd, including the reasons for fluctuations in
sales. Secondly, we build dynamic marketing capabilities model. Thirdly, combined
with dynamic marketing capability model, we discuss how the company to implement
dynamic marketing system, including how the company to obtain market knowledge,
joint with external and internal resources. Finally, we give the suggestions about how
the company to respond their customers actively from the corporate level, business
level and organizational level. All in all, we hope to enhance the competitiveness of
the enterprises, expand market share,obtain a stable sales, and increase corporate
value.
Keys: Dynamic Marketing Capabilities System; Market knowledge acquisition;
Resources union; Resources integration; Resource release.