The Research Of Marketing Competitiveness Evaluation In Automobile Sale Enterprises

China’s automobile industry emerges a good performance and has becomes one ofthe most important pillar industries in national economy. However, for a long time,as the monopoly position of the automobile manufacturers, the automobile saleenterprises have been in a passive situation. With the continued perfection of themarket economy and with the development of more and more automobile saleenterprises, they get more power of self-decision-making; Besides, the automobilemarket is turning from seller’s market to buyer’s market, and that enhances thepressure of competition. As the long dominant of automobile manufacturers, themarketing capabilities of automobile sale enterprises in existence are far more enough.The automobile sale enterprises need a systematic marketing competitiveness to meettheir problem and thus get a healthy development. Therefore, this thesis stands in theview of the automobile sale enterprises, and on the basic of the former research,analyses the existing marketing management system of the automobile saleenterprises, the purpose is to build up a marketing competitiveness evaluation systemwhich suits the automobile sale enterprises. Practically, this research helps theautomobile sale enterprises discover their strengths and weaknesses with the standardmarketing competitiveness system, and simultaneously, build up their own marketingcompetitiveness in strategic and systematic way, and at last get a sustainabledevelopment in the Red Ocean. Academically, this research enlarges the marketingcompetitiveness research to the service marketing area, and builds up four levelmarketing competitiveness index for the first time. It is useful for the other peoplewho research on the marketing competitiveness.The thesis uses the method of AHP (Analytic Hierarchy Process) to build up theevaluation system, and with the help of specialist marking methods and questionnairesurvey to collect first-hand data, finally builds a distinct marketing competitivenessevaluation system which is suitable for the automobile sale enterprises, the selectcases proved the system. The conclusion are that: the automobile sale enterpriseshave a great pressure from the automobile manufacturers, the government, the industry itself and the customers, they lack of systematic marketing management,what’s worse, they have shortages in the enterprise culture construction, the strategycapabilities. Thus the reasonable and efficient marketing competitiveness evaluationsystem should include enterprise culture, strategy, tactics and implement. And themost significant factor during four is the enterprise culture, and when refers to thesecond level index, positioning decision-making capability, innovation culture andmarketing culture are the most three important factors for the marketingcompetitiveness.