Research On Marketing Audit Of Domestic Household Appliance Enterprises

Household appliance enterprises is an important industry in China’s economic development, after years of development, China’s household appliance enterprises have not only on the technical level gradually narrowing the gap between the similar foreign household appliance enterprises, but our large home appliance enterprises also have begun to gradually try all kinds of advanced management methods and means to enhance corporate management level. Household appliances are consumer products, it sold directly to consumers. So for the household appliance enterprises, marketing business is the core business process. It affects the core competitiveness of household appliance enterprises directly.Marketing audit as a tool to evaluate and control the marketing activities of enterprises, can effectively identify the risks in the marketing process. It can discover the problems and opportunities in marketing activities. Marketing audit is helpful to improve the enterprise’s marketing performance. Marketing audit can solve the problems and deviations of home appliance industry in marketing environment, marketing strategy, marketing organization, marketing system, marketing profitability and marketing functions. It can make enterprises keep pace with the times in the fierce competition and keep enterprises long-term development.Therefore, under this background, household appliance enterprises selected for the study, and household appliance enterprises’ marketing audit chosen as a research topic, the Midea Group chosen as a case study in this paper. Through the study of the Midea Group’s marketing audit system construction, I summed up the successful experience of Midea Group. Under the background of the development of China’s household appliance industry, I try to summarize the successful experience of the Midea Group to other domestic appliances enterprises as well as other enterprises in the marketing audit of inspiration and reference.