利益相關者視角的企業(yè)營銷持續(xù)競爭力評價研究.pdf

1、長沙理工大學碩士學位論文利益相關者視角的企業(yè)營銷持續(xù)競爭力評價研究姓名：張丹麗申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：楊華峰20100401ABSTRACTAsanimportantcomponentoftheenterprisesustainedcompetitiveness，theenterprisemarketingsustainedcompetitivenessbecamecrucialfactortoobtaincontin

2、uousdevelopmentInrecentyears，somedomesticandforeigninstitutionsandscholarscarriedoutmanybeneficialexplorationsandstudiesonenterprisemarketingcompetitiveanditsevaluationfromdifferentangleofviewsButwediscoveredthattheexist

3、ingresearchbeingfocusedonstrategymarketingthatbasedonresourcesandcapacities，fewstakeholderswasconsideredtoevaluatetheenterprisemarketingsustainedcompetitiveTocompensateforimperfectionsinmarketingtheoryresearch，thispaperp

4、roposedthenewtopicthatevaluatingsustainedenterprisemarketingcompetitivebasedonstakeholders，triedtoexpandsustainedmarketingtheoryonthebasisofexistingtheoriesandresearch，explorednewcontentsofsustainedmarketing，foundthepath

5、ofrealizingsustainabledevelopmentforenterprisesWehopethispapercanenrichtheevaluationtheoryandmethodofsustainablecompetitivenessofmarketingOnthebasisofdeeplycomprehensivelyandsystemresearchofdocumentsrelatedtoenterprisema

6、rketingsustainedcompetitive，combinedwiththeviewsofexpertsathomeandabroad，WeproposedtheconnotationofenterprisemarketingsustainedcompetitivefromtheperspectiveofstakeholdersThroughthetheoreticalresearchandinvestigation，thee

7、lementsofenterprisemarketingsustainedcompetitivesuchasthecoreelements，influenceelementsandsupportingelementsweresummarizedThecompetitivewasadynamicsystemformedofsevenmajorstakeholderssuchascustomer，shareholder，employee，c

8、hannelpartner，government，thecommunityandthemediaAfterthat，anevaluationindexsystemwasestablished，whichcomposedoftargetstrata，criteriaindicatorsand24specificindexesInaddition，theGABPneuralnetworkmethodologywasintroducedtoo

9、vercometheshortageofexistingevaluationmethodWetakeYoungorCorporationforexample，madeempiricalanalysisthroughGABPneuralnetworkmethodology，verifiedthescientificandfeasibleoftheevaluationindexsystemFinally，accordingtotheeval