The Marketing Audit Evaluation System Research Of Coca-Cola

After China has undergone30years of reforming and opening up, the marketing concept has penetrated into all aspects of the business. As one of the most important linkage, marketing control can find the opportunities in the marketing and improve the marketing management level, increasing the marketing performance. Along with the market marketing activities of extensive development, marketing activities have appeared many problems and needed marketing evaluation and marketing control to find the opportunity in the marketing activities, in order to further improve the marketing management level, improve marketing activities performance. Marketing audit as a new, effective marketing management tools increasingly shows its powerful function. The main function of marketing audit is evaluation and control. Through the evaluation and control of the marketing activities may find the problems and opportunities of the marketing activities, and ultimately to achieve the good marketing effect. But so far, there has not been a comprehensive evaluation system about marketing audit. Therefore, research for marketing audit evaluation system is of important theoretical and realistic significance.In such a target and background, this paper takes the Coca-Cola Company as the research object and from the Coca-Cola Company’s own characteristics; it creates the Coca-Cola company marketing performance evaluation index system. Through refinement and sorting the marketing audit content, I believe the marketing audit index can reflect the Coca-Cola Company marketing audit emphasis. Finally introduced the Coca-Cola company examples, combining with its own characteristics, using of analytic hierarchy process (AHP) to calculate the weight of each index and evaluate the Coca-Cola Company’s marketing audit work. Hope this can have a powerful reference for the company’s marketing audit and contribute positively to our country’s economic development and social stability.