随着国内社会经济的迅猛发展,市场环境不断变化,市场全球化趋势不断加剧,特别是中国在入世后将面临更为复杂多变的市场环境,这些都将直接导致我国大多数企业间的竞争由原来有形实体的竞争转化为企业核心能力的竞争。营销管理是企业重要的管理职能之一,企业的营销竞争力是构成企业竞争能力的重要组成部分,尤其是 With the rapid development of social economy in China, the market environment is constantly changing and the trend of market globalization is aggravating. Especially after China's accession to the WTO, China will face a more complicated and volatile market environment, which will directly lead to the competition among most enterprises in China From the original tangible entity competition into the core competencies of enterprises. Marketing management is one of the important management functions of an enterprise. The marketing competitiveness of an enterprise constitutes an important part of the competitiveness of an enterprise. In particular,