The Research On The Innovated Ability Of Maketing Of Equipment Manufacturing Enterprises In Heilongjiang Province

Heilongjiang province is one of the old industrial base in northeast China, which has been one of the national equipment manufacturing industry base from the "First Five",and where base is fairly solid. With the deepening of reforming and opening up and rapid development of the national economy, equipment manufacturing industry in Heilongjiang province is not only facing competition in the domestic industry under the global environment, but also more pressure from the international advanced enterprises.Challenges have always gone with opportunities. There are also rare opportunities for development of equipment manufacturing industry in Heilongjiang province. Therefore, accelerating the development of equipment manufacturing industry in Heilongjiang province by marketing innovation, is not only the demand of promoting the optimization and upgrading of industrial structure and improving economic efficiency of industry, but also the demand of enhancing the quality of national economy and ensuring national economic security.Written from the background, purpose and significance of departure, this paper took combination of research methods with qualitative analysis and quantitative analysis. On the basis of summarizing the existing marketing theory, innovation theory and marketing innovation theory, collecting data through information and expert questionnaire survey, combined with the development characteristics of equipment manufacturing enterprises in Heilongjiang Province, this thesis built the marketing innovation comprehensive evaluation of the capacity model, and ultimately format a completely marketing innovation capacity analysis and evaluation system for the equipment manufacturing enterprises.The thesis is divided into five chapters.Chapter 1 introduced mainly the background, significance, current situation of research at home and abroad, research ideas and the main contents of the whole. Chapter 2 definited the marketing, marketing innovation, and marketing innovation.at the same time, it also introduced and analysised the current situation of the marketng innovation ability of equipment manufacturing companies in Heilongjiang province and problems and causes;Chapter 3 analysised elements of the marketing innovation ability of equipment manufacturing companies in Heilongjiang province, and analysised the interaction between the various elements. With the using of AHP to determine the weights, Chapter 4 built the evaluation index system for marketing innovattion ability of equipment manufacturing companies in Heilongjiang province and conducted empirical research. Chapter 5 provided some countermeasures and suggestions on how to improve the innovated ability of marketing, in accordance with the actual situation and evaluation of the result. The conclusion of the paper summarized the research work.