The Empirical Study About The Influence Of The Marketing Activities On Financial Performance

After China joined the World Trade Organisation, the competition in marketing has been accelerated but in a even and reasonable way. Marketing management and operations are facing unprecedented changes and having to innovate in order to adapt to the new environment and requirements of competition. Based on this background, for the sake of improving the efficacy of investments, it's essential to find out the impact of marketing activities on financial performance, and figure out more effective marketing management methods to adjust the budgets on Human Resources, Financial Resources, materials and information, in order to check expenditure effectively, and find any problems before they happened and make considered judgements to manage marketing activity and effectively specify the paradigms of the marketing system.The thesis mainly focuses on the influence of the marketing activities towards the financial performance. Through the review and summary of the documents related at home and abroad, the concepts of the evaluation of marketing performance and the financial performance are analyzed and defined, the integration of the marketing and financial under the target of maximizing the wealth of the shareholders are discussed here, in order to carry out the effective financial management and supervision on the process of the marketing activities.The thesis takes the only enterprise, Yantai Changyu Pioneer Wine Company Limited as a target, as well as the food and beverage industry as the industry target, through the processing of the data acquired using the DEA model, finds influence of the selling expenses and the advertisement expenses in marketing process towards the financial performance, and adjusts the marketing activities.Through the research in this article, problems such as marketing staff excess, wasteful advertising investment and too much reliance on the top 5 customers have been found impede the indexes like marketing profit, growth rate, ROE from reaching the optimum results.A good coordination between marketing and finance is very important for the operation and development of the whole enterprise. Thus, we have to transform our thinking from the simple sale orientated into marketing and profits orientated simultaneously, and pay more attention on the balance between market shares and corporate value rather than market shares only. Only through that can we be able to lead another new round competition of market.