Times Electric Company Marketing Capability Assessment

In recent years, with the rapid development of the rail transportation industry in our China, the market competition of the rail transportation equipment manufacturing enterprises also become more and more competitive. Marketing capabilities become an important part of the core competitiveness of enterprises, and the level of it direct impacts the enterprise performance in the market.In this article, the company of TIMES ELECTRIC as an example, the use of PEST analysis and SWOT analysis methods were used to analysis the company's internal and external environment, especially, it do a more depth analysis of the market competition situation, and then it pointed out that the company are facing to what the current strengths, weaknesses, opportunities and threats, and it also do the groundwork for evaluating the level of marketing ability. The method of Analytic Hierarchy Process and the method of Expert Advice was used to set up marketing capacity evaluation, that form four dimensions of the competitiveness of products, marketing activities, new product development capabilities and the market decision-making capacity to evaluation it; and it further refined into 15 secondary index, which composition of the marketing ability evaluation index system. By designing a questionnaire survey on enterprises, the sample data was accessed, and then the marketing capabilities of the TIMES ELECTRIC was integrated evaluation. The evaluation results showed that the set up of the evaluation indicators and the evaluation methods are more scientific and effective. Finally, according to the evaluation results, some ways for improve the TIMES ELECTRIC were given. It will enhance the company's marketing capabilities form strengthening technological innovation, increasing marketing investment, improving marketing information systems and nurturing a unique corporate culture.