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当今世界企业之间竞争加剧,企业获得成长必须基于一定的有利因素。随着企业数量的不断增加,加之资源的有限性,可知企业所提供的产品与服务越来越呈现同质性。所以为了领先于其他企业,增加市场营销投入进行营销创新就变得尤为重要。基于前人对企业成长和市场营销投入的研究,本文主要从企业主营业务收入、总资产和利润总额三个方面观察市场营销投入对企业成长的影响。通过对营销投入与企业成长的相关回归分析,得出营销投入对企业成长有正向的影响,根据实证研究结果,提出相应的建议。
In today’s world where competition among enterprises is aggravating, the growth of enterprises must be based on certain favorable factors. With the continuous increase in the number of enterprises, combined with the limited resources, we can see that the products and services provided by enterprises are more and more homogeneous. So in order to stay ahead of other companies, increasing marketing investment in marketing innovation has become particularly important. Based on the previous studies on the growth of enterprises and marketing inputs, this paper mainly observes the impact of marketing inputs on the growth of enterprises from three aspects: business income, total assets and total profits. Through the regression analysis of marketing investment and business growth, it is concluded that the marketing input has a positive impact on the growth of the business. Based on the empirical research results, the corresponding suggestions are put forward.