Surimi Product Research, Corporate Marketing Capabilities

Quiet a few of SPEs can't custom with the reform of the marketing mode.In order to succeed in the fierce competition, the SPEs in China must improve their marketing competence, which determines their future. This improvement should based on the right evaluation of SPEs while current evaluating models can't match with as surimi product has some character which distiguish with other. we can suit the remedy to the case and improve marketing competence of SPEs in China.This paper elaborated on the background and significance of the marketing competence, and had a simple synthesis and evaluation on the research in this field.It pointed out the rearch methods, content and structure. Then the paper analyzed the marketing ability of SPEs, noting that the three issues and summarizes that the marketing capacity plays an important role in the SPEs. Then select the evaluation specification for marketing competence of SPEs. The specification put forward a number of methods and steps and mainly resolved the issue of evaluation indicator, weight and value how the issues identified. We also measured the specific indicator weight in the evaluation specification for marketing competence of SPEs by using AHP method and the results of the consultation with related person in SPEs field, and set up one evaluation model.Finally, take Fujian tengxin Food Ltd.(Abr.tengxin Ltd.) as an example of empirical research, we calculated and marked all the indicators on marketing competence of the company according to the methods and models metioned in the fourth chapter and obtained data from investigation, then put forward three-point suggestions on how to improve the marketing competence of the company by summing up these evaluation results.There are some innovations in this paper.Based on the analysis in the system, the author select the targeted and workable as a key factor in evaluation and design of the surimi product evaluation index system of corporate marketing. The evaluation model is more practical, the relative weight of each indicator to set more stringent targets given the absolute score is calculated. Through empirical research on evaluation of specific marketing capabilities and provide recommendations on the ability of surimi products.