The main purpose of this research is to establish a systematic index of marketing capability, from the perspective of resource-based theory, continue Day (1994)'s defini-tion of marketing capability, summarize the current literature measurement methods, construct a multi-index analysis framework for corporate marketing capability, and in-corporate it into enterprise management and organizational levels, to develop a mul-ti-faceted and multi-level marketing capability evaluation standard.
This study takes sports and leisure products companies in Taiwan's recreational sports industry as the research object, and distributes a marketing ability questionnaire to all employees to understand the marketing concept and cognition of all employees, and to measure the performance of each department's marketing capability. Draw a per-ceptual positioning map, apply the marketing capability result indicators to brand man-agement and marketing strategies for the tested sports and leisure products companies, and give practical management suggestions to improve business strategies.
