Research Of Marketing Competence Evaluation System Based On Enterprise

With the continuous perfection of socialism market economic system in our country and the severe development of the national economy, enterprises are facing more complicated competitive circumstances, whether an enterprise could survive and develop in the increasingly competitive market depends on its competence. According to the development of domestic enterprises, marketing is still the major obstacle which limits the normal and benign development of enterprises. 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. Therefore, it is a vital job to investigate the necessary connection between marketing competence and the general competence of the enterprise, analyze the basic factors of marketing competence, build the evaluation system of enterprise competence and investigate the scientific value and the objectivity in order to put this evaluation system into practice. It will make great significance for the enterprises to set competitive strategy, to utilize macro-control measures to improve the ability to defend risks and even for the regional and national economic development. The author holds the concept that marketing competence is the need for enterprises to utilize the tangible and intangible resources reasonably and effectively, to collect and analyze the marketing information and set scientific marketing strategy by the aim of improving the values of products and services which can fit the market needs and marketing competition constantly. Moreover, enterprises should study, and stimulate the knowledge and experience continuously to innovate and rise up the marketing concepts during the management in order to create the comprehensive competence for enterprises.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. Finally the author intermeshes the quantitative and qualitative approaches to utilize the evaluation system practically.In the first part, the author states the background information, the significance, the concepts, content structure and the measures of the research.In the second part, the author analyzes the theoretical foundation of the evaluation system. Firstly, the author represents the relationship between the enterprise competence and marketing competence. Then, the author analyses the basic connotation and finally analyses the relationship among marketing competence and marketing strategy, enterprise core competence, dynamic competence and core knowledge. In the third part, the author represents the constructing principle, which means the evaluation system should have enough theoretical foundation, maneuverability. Also a complete and dynamic system is needed before constructing the basic foundation and index system.In the fourth part, analyzing theoretically on the marketing competence, the author constructs the index evaluation system by intermeshing the static state index and dynamic index. Firstly, there are seven evaluation index as follows, marketing achievement, marketing concept, marketing information, marketing strategy, marketing implement and marketing relationship management. Secondly, the author gives the procedures of evaluating the marketing competence of enterprises. Finally, the author brings in the weight calculation measure into the evaluation system. The author combines quantitative and qualitative approaches such as Analytical Hierarchy Process and expert inquiry and offers the evaluation method for marketing competence in order to bring the theoretical foundation for evaluating the marketing competence and improving the system.The key point of this thesis is the construction the evaluation system in the fourth part.The innovation of this thesis is to analyze the marketing competence theory by representing the relations between marketing competence and strategy, the core competence and dynamic competence as well as designing the index more practically and definitely.The evaluation of marketing competence is a new applicable field of researching. The evaluating methods and utilization are the brand new attempt according to the basic structure. Many problems need to be explored deeply such as theoretical system, measure system and application system. From the point of the author's view, the focal points should be emphasized on three aspects. Firstly, we should continue the research on the theories of marketing competence adding and perfecting the index evaluation system. Secondly, in the evaluation system, there is a major problem of the data on its source and reliability. Thirdly, we should combine the scientific research method when evaluating and investigating the decision supporting system of marketing evaluation system in order to provide accurate information of evaluation competence to government and enterprises in time.