Evaluation Research On Marketing Forces Of Industrial Enterprise Group

As the pace of globalization, China's market economic system has been continually perfected; enterprises are facing with the enormous changes in the market environment. The role of marketing has become more important. Moreover, all activities will eventually be tested by the market; therefore, the marketing forces would ultimately determine the overall competitiveness of enterprises. Accordingly, marketing forces research is of great significance to enhance the competitiveness and realize the sustainable development of enterprises.First, this paper conducts a comprehensive comparative study on the existing marketing forces theories and finds that the existing theories are lack of systemic thinking. Therefore, basing on marketing philosophy and marketing conception, combining the developming marketing theory, it defines the conception and connotation of Marketing Forces from the perspective of system. This contains a definition of "it is a systemic integrating force to realize harmonious and sustainable development of enterprises, society and ecology, by way of using various resources comprehensively and creating, meeting consumer needs, improving customer value, management and coordination of the relevant." Next, this thesis analyzes the factors affecting the marketing forces, submits the four elements of marketing forces: strategy marketing force, vertical marketing force, level marketing forces and marketing synergy forces. In which, strategy marketing forces is the foundation, marketing synergy forces is the core, vertical marketing forces and level marketing forces are the support.Second, combining the basic theory of enterprise group, this thesis proposes the concept and content of the Enterprise Group Marketing Forces, "it is a marketing system integration efforts to achieve the goal of sustainable development of Group Enterprise, by coordinating the internal resources, integrating the marketing forces of the parent company and its members through some certain organizational structure and means." Enterprise Group Marketing Forces is the synergies and integrating results of Marketing Forces of the parent company and Members of the Group.Then, the paper has designed the evaluating index system of Industrial Enterprise Group Marketing Forces very systematically; Marketing Forces evaluation system contains five primary indicators: strategy marketing forces, vertical marketing forces, level marketing forces, marketing synergy forces and marketing performance. Further more, the five primary indicators contain 14 secondary indicators and 40 tertiary indicators.Finally, this dissertation discusses the methods to evaluate the marketing forces of the Enterprise Group, and uses GEM-AHP model to conduct a practical application analysis of marketing forces for a certain Group. Then, it proposes some suggestions for enhancing the marketing forces of the Group accordingly.