Evaluation Of Enterprise Porduction Marketing And Research Synergies

At this century due to the advancement of technology driven, global economy graduallyshow a trend of integration. Enterprises are facing tremendous market opportunities in thebackground of globalization, and the market environment which enterprises are facing every daymake earth-shaking changes: the prominent individual needs,the rapidly changing marketdemand and gradually shorter product life cycle. Individual enterprise is very difficult toaccomplish complete the value chain that is product research and development, production, sales,after-sales service activities. Many companies have chosen to collaboration with otherenterprises or departments to complete the design of a product R&D, production and sales work.For example, Nike and Apple entrust the produce and sales to other companies. Theseenterprises must be concerted to develop the new products customers need, to produce qualifiedproducts, to expand sales. How to select partners and to evaluate the current synergistic effectc isthe concern of business managers.In in order to address this issue we carry out studies and read a lot of literature about theenterprise’s production, sales and R&D collaboration literature, as well as some literature on theevaluation indexes weight and risk management related literature.On the production,marketingand research collaboration related literatures data are little, especially about foreign languageliterature even less, these brought some difficulties, but this is nothing difficult, therefore inthis article I hope to do a bit of research about synergies in production and marketing research.Obtained from the enterprise value chain to depthly visit various enterprises seniormanagers, middle managers, even the front-line production workers, as well as somestakeholders through their full analysis to know the enterprise’s day-to-day production, sales andR&D and the relationship between the main activities, as well as various collaborative modeand collaborative management methods.We collected parties for marketing and researchcollaboration opinions and views, these opinions and views played a big help to this article.Through literature search and expert investigation method and questionnaire issued toestablish evaluation index system of enterprise production, marketing and research synergies,considering Satie Analytic Hierarchy Process (AHP) to determine the weights of the evaluationindex and enterprise production, marketing and research synergies of evaluation methods andprocedures. On this basis, useing of qualitative and quantitative methods to establish SAR model,the SAR model can help evaluate the production and marketing research synergistic effect. Touse the results of the evaluation of the SAR model to re-rectification and to establish newproduction and marketing research collaborative management mode, select new and appropriatecooperation business partners. SAR model take into account the positive effect of the marketing and research collaboration as well as production and marketing&research collaborative negativeeffect model, using the score evaluate the production and marketing&research synergistic effect.The front of the production, marketing and research collaboration to enable enterprises thepowerful negative synergistic effect is the risk of production marketing&research collaboration,this paper study some risk theory.Finally this paper used the G Enterprises as empirical case study analysising the G-enterprisecollaborative effect, testing the model. Establishing the evaluation model to help businessesevaluate current production marketing&research collaboration effect, continue to improvesynergistic effect, to maximize the interests of all parties. Social environment should be moreharmonious.