企业能力营销的方式及其影响因素

研究发现能力营销包括能力转移和销售、能力沟通与促销、能力共享与联盟等三种典型方式;而且各种方式的选择是能力属性、营销双方特性、文化距离、关系质量以及顾客价值和企业价值等变量相互作用的结果。这在理论上识别和揭示了能力营销的方式及其选择机理,拓展和丰富了现有的能力营销理论,并为学术界下一步开发能力营销量表提供了结构雏形和文献支持;同时也为企业制定能力营销策略和有效选择能力营销方式提供相应指导。

On the Methods of Business Competitive Marketing and the Affecting Factors

The results show that the competitive marketing includes three typical methods of com-petence transfer and sales,competence communication and sales promotion,and competence sharing and alliance;the choice of the different methods is the interactive result of such variables as compe-tence property,characteristics of both sides of the sales,the cultural distance,the quality of the rela-tionship,the customer value,the business value.etc..This in theory identifies and reveals the methods of the competitive mark...