Construction And Application Of Marketing Competence Evaluation System Based On Enterprises

With the growth of both the space and degree of market competition, whether an enterprise could survive and develop in the increasingly competitive market depends on its competence. Marketing management is "the process of planning and executing conception, designing, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals" It is a key segment that directly embodies the competence of an enterprise and a process that creates exchanging opportunity to meet the needs of customers and the goal of the organization. Therefore, it is an important subject that faces every enterprise as to how to cultivate, improve and measure its own marketing competence in today's increasingly complicated and continuously changing market.This thesis, based on modern marketing management and enterprise competence theories and combined with other relative theories, generalizes and summarizes systematically the research accomplishments on marketing competence home and abroad and makes comments and states the writer's opinion on them. The thesis goes further to research and establish a series of basic theories on marketing competence and elaborates on the theory pattern and specific requests for the forming of an enterprise's marketing competence. Guided by these theories, the thesis build a complete evaluation indicator scheme for enterprises' marketing competence and comments on it through quantitative and qualitative approaches. At last the writer documents with two cases the value and practical significance of the subject. The thesis consists of the following five chapters:The first chapter states the background and significance of the research, reviews and summarizes briefly the achievement home and abroad in the field and presents the frame, contents and innovation of the thesis.The second chapter is the focal point of the thesis, in which basic theories on marketing competence is set up. The writer studies the connotation of marketing and marketing management, summarizes it in terms of "the input-output pattern of marketing management process" and "integrated marketing management process" and expounds the basic implications and features of marketing competence. The writer then studies the changing position of marketing management in companies and the relationship between the function of marketing management and the functions of the other three major managements and analyzes objectively and scientifically the relationship between marketing competence and enterprise competence.The third chapter mainly deals with the formation of marketing competence. Based on the established theories in chapter two and basic conceptions of marketing competence and the integrated marketing management process, the writer works out a theoretic formation pattern for marketing competence: an enterprise continuously cultivates, innovates and upgrades its marketing notions, guided by which the enterprise improves its comprehensive level in market research, marketing policies, marketingstrategies, marketing implementation and control. The writer then analyzes at length the formation of the above-mentioned five elements of marketing competence.The fourth chapter expounds the evaluation for marketing competence. Having elaborated on the practical significance, application prospect and specific principles for marketing competence evaluation scheme, the writer sets up a multi-level evaluation scheme for marketing competence. Furthermore, the writer combines quantitative and qualitative approaches such as Analytical Hierarchy Process and expert inquiry and offers the evaluation method for marketing competence. The thesis finally demonstrates the application procedure of the scheme through the analysis of two cases.Chapter Five concludes the thesis by restating the purpose and significance of the subject, sums up the achievement and defects of the thesis and provides direction for future research.