The Analysis On Cost-Effectiveness Of Marking Combination

With the increasing degree of market competition, enterprises pay more and more attention to marketing. Marketing combination, as an important part of marketing and the tactical implementary step of enterprises' direct operation in market, certainly draws considerable concerns and favors. On one hand, an enterprise must invest quiet a lot cost into the factors of marketing combination to maintain or enlarge its market share. On the other hand, the implementary effect of marketing combination exercises a direct influence on the enterprises' marketing benefit. Hence marketing combination is of importance to both cost and benefit. Lack of knowledge in the interaction and mechanism of marketing combination factors surely lead to the blindness of the investment in marketing combination and the uncertainty of investment benefit. As a result, it not only brings forth the waste of enterprises' resources, but also affects the implementation of enterprises' strategies in marketing.This paper begins with the brief basic knowledge of market and marketing, and makes an in-depth analysis on cost-effectiveness of marketing combination. Below is the summary of the main jobs done by the author in this paper.(1) On basis of the description of the functions of marketing combination factors, employing system theory as primary method, this paper conducts a deep qualitative analysis on the marketing combination factors and their interrelationship.(2) Through the comprehensive understanding of cost-effectiveness theory, it makes a thorough quantitative analysis on the cost and benefit of marketing combination factors and provides a measurable analytical model about the cost-effectiveness of marketing combination. Furthermore, it analyses the model practically.(3) Combined with the competition essence of market, it examines the impacts caused by each competitive agency to cost-effectiveness of marketing combination from the angle of competition.The author manages to present some brand-new viewpoints aboutmarketing combination, expecting them to be helpful to marketing practice of the enterprises in China.