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In the globalization of markets, marketing has become a key weapon in the global economy compete. China's economy from the total, is indeed grand, but the microscopic view, to support China's economic pillars of sustainable development - corporate, regardless of technology or marketing, is still not strong enough. In view of this situation, the concept of marketing capabilities to become the focus of this article. Marketing capabilities should not and assets be confused, nor is the simply an marketing skills, and the organization of the marketing process closely intertwined, after long-term operation and accumulation, the formation of competitive advantage, the ability to achieve business objectives. Learn from the Software Capability Maturity Model CMM concerned about the marketing process, we designed the M-CMM maturity of the theoretical model-based process improvement marketing capabilities framework. M-CMM soul can be explained by the spiral for the planning, implementation and evaluation; evaluation and lead to improved again, to start the next improvement cycle. Down the road, the companies will eventually reach a proven, optimized marketing methods. M-CMM maturity level of the marketing process is divided into the initial level, repeatable level, defined level, management level and optimization level. For each of the five levels expand discussed in detail. 5 level, the initial stage of the marketing process is not defined random process, the implementation of the marketing project is disordered even chaotic; repeatable level are concentrated in the project management of the marketing process, from a management point of view, see implementation of the plan to a controlled process and the stage; defined level, the standard marketing process has been documented, and these processes are integrated into an organic whole; at a manageable level, quantitative limits, forecast the development trend of the marketing process and effects and take appropriate measures; optimization level, the focus of the work of the entire enterprise is constantly adjust the marketing process in order to achieve the best. In order to solve the problem of the implementation of the model at all levels of the model design key process areas, namely a series of interrelated operational activities, these activities reflect aspects of the business organizations to improve marketing capabilities must focus on improved. Repeatable level strategic control of key process areas, annual plan, project planning, profitability control and marketing audit; define the level of the key process areas, mainly related to the strategy of the projects and organizations, including the organizational process focus, organization process definition, training program, integrated management and coordination between the two groups; management level key process areas are quantitative process management and marketing control; optimization level key process areas involved in the marketing how to achieve continuous improvement, they defect prevention, technology change management and process change management. The third part of this article discusses in detail how to carry out the implementation of the key process areas, and gives examples of exemplary. However, due to the model itself is a methodology, practical work with their specific circumstances, according to the model of the guiding ideology, select the appropriate and necessary means to enhance the ability of corporate marketing.
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