Research On The Evaluation Of Marketing Competence In The Auto-Making Enterprises

After the new China's foundation, with the fast development, our auto-making industry had acquired great achievements to the world in the past half century. However, compared to the Europe, America, or Japan, we are left behind greatly in the scale, strength, especially in the R&D field, these limit our auto-makers' competence greatly. As the very important part of the corporation's competence, the marketing competence is in line with the company's achievement in the market directly.The marketing competence is an integration of the capability which could be formulated through continuous learning, innovation and accumulation with the temptation to acquire the market competition advantage. In the current situation, it is a very important approach to improve our auto-making enterprises' competence through the marketing competence.Based on the objective; we make research on the evaluation of the marketing competence of the auto-making enterprise. The thesis including the following contents:Chapter One We expatiate the background and the meaning of the research, make an easy look back and conclusion in the domestic and overseas' relevant research field.Chapter Two We introduce some basic concepts and the connotation referring to marketing competence. Based on the marketing management theory, the corporation competence theory and relevant theory, we exploit the basic concept of marketing competence, summarize the characters, and analyze the relations between them.Chapter Three We conclude the current development situation, marketing situation and the evaluation of the marketing status of the auto-making industry in the world and our country. So we have made a solid foundation to the evaluation of the marketing competence of the auto-making companies.Chapter Four We construct the evaluation model of the marketing competence of the auto-making enterprise. And make up the weights of the detail index. Chapter Five Taking the Southeast Auto Company as an example, makes an evaluation of its marketing competence, and gives suggestions on how to improve it.At last, we summarize the research and the limitation, point out the direction of the further study.