Research On Comparison Of Methods On Marketing Strategic Audit And Application

Now, marketing audit has been valued by more and more business enterprises, becoming the most important part of the marketing item controlling and evaluating. Marketing strategy plays an important role in the management of marketing, deciding the organization, plan, behavior...etc. Therefore, audit on marketing strategy is the foundation of the other audit. Research on marketing strategic audit is important to the marketing item audit, accomplishing and operating on the marketing strategy.First, on the foundation of the researches on the basic theories and the current researches about marketing strategic audit, the author systematically and deeply compared the auditing method that many scholars had advanced before, and analyzed the merit, the defect, the condition, and the lack to the controlling of the marketing strategy in the text. Then the author confirmed the auditing contents from the researches on the basic theories about marketing strategic audit, and creatively advanced using the IE matrix and the synthetically uncertain evaluated method to audit the applicability and feasibility of the marketing strategic based on the analysis of the advanced methods from the angle of the marketing management. The author researched the material auditing contents and auditing process, and discussed possibility of using these methods to the marketing strategic audit. Finally, the author had applied these methods to the practice of the marketing strategic audit, and audited the competition strategy of the Ping An Insurance Company in auto insurance market, from that, the feasibility of the methods had been approved. In the end, the author had also advanced some constructive suggestion to the competition strategy management of the Ping An Insurance Company.