The Marketing Audit And Applied Research In China

With the development of science and technology, the rapid development of social productivity, the commodities' supply exceeding its demand, the marketing competition is becoming severe day after day. The changeable and complicated marketing environment makes the enterprises' marketing more difficult. Although enterprises attach importance to marketing, many enterprises can't get satisfactory marketing efficiency and effect because of the disjoint between the marketing theory and the marketing practice. The marketing audit can combine the marketing theory and the practice, enhance the marketing efficiency, and improve the marketing effect. China needs to strengthen the study of the marketing audit, and spread its use in the practice.This paper expatiates the marketing audit's theory foundation at first, brings forward the marketing audit's hypothesis, and analyses its nature and characteristics. Then by determining the marketing audit's subjects and its qualification conditions and objects and its content, the paper discusses the marketing audit's three circulating phases. The following part is that via the questionnaire this paper analyses the actuality of the enterprises' using the marketing audit, analyses the causes influencing the development of the marketing audit in our country, and put forwards the corresponding advices on the basis of foreign successful experience. Atlast the paper analyses the procedure of Tianyou milk limited company's implementing the marketing audit, thus the enterprises will have a good example to consult.