本研究主要探討行銷能耐的建立發展過程，為行銷能耐提出新的定義，將行銷能耐定義為整合公司資源，從企業的產品、推廣、市場研究及顧客關係四大構面了解企業核心資源行銷能耐，增加企業的競爭力、獲取顧客滿意度與品牌權益。
在現代競爭激烈的環境之下，企業需保有核心競爭力，才能永續經營，而本研究與汽車美容百貨業合作，該企業業務範為門市銷售及品牌經營維修部門等，採問卷發放方式給企業員工，以產品、推廣、市場研究及顧客關係四大構面了解個案企業之行銷能耐表現。同時搭配個人(員工)行銷能耐，檢視企業的績效是否能反映員工行銷能耐。
蒐集問卷進行各種分類，以知覺定位圖的理想點為分析結果，由分析公司再轉為個人，並搭配公司績效制度，分析員工的表現狀況之外，此研究在知覺定位圖中加入理想點，各個單位的理想點都不一樣，透過理想點分析，可以了解各部門的發展目標。
此研究發展行銷能耐量表，實證理論和實務的行銷能耐的研究，並改進純質性和純量化方式的缺點。實務上幫助企業檢視內部管理，了解企業現況的行銷能耐。如果長期檢定企業內部行銷能耐便可靈活地調整企業策略有助於企業成長。
This research is focusing on defining a new process to evaluate marketing capability by studying the integration of an enterprise’ resources. The resources in this study focus on the enterprise’s products, marketing activities like promotion and research, and its customer relationship. The proposed process will help to understand that the harmony of the process with the integration of such resources to yield stronger competitiveness and better customer satisfaction, and to result in the increase of brand name awareness for the enterprise.
In the modern competitive environment, enterprises need to maintain the core competences to sustain growth. This research is cooperating with automotive beauty vendors to study the vendors’ internal process on addressing targeted market, selling process, providing services, and managing brand name awareness etc., Questionnaires are created and provided for the partnered vendors’ employees on the mentioned four topics: products, products promotion, marketing research, and customer relationship. These questionnaires will help to understand ,thus to determine if a sound integration of the resources and staffing will have an impact on an particular enterprise’s marketing ability.
The data gathering from the questionnaires will be further analyzed against the ideal data set for the performance of the studied enterprises with graphical and visual data presentation. The analysis will include ideal situation, the studied enterprises’ individual, team, and overall performance in a categorized way.
This study develops the marketing of energy-tolerance meters with empirical theory and practical marketing-capability research. The study will help to improve the shortcomings of pure and pure quantification. Thus, this study will provide practical help to enterprises to understand and improve the current level of their marketing capability. Finally, this study could help to foster an enterprise’s long-term vision to define or adjust to a sound corporate strategy to sustain business growth with strong adaptability.
