Research On Marketing Competitiveness Evaluation Of Retail Commercial Enterprises

In today ’s mature market economy, the key competition among enterprises is the corecompetitiveness, while the marketing competitiveness as an important part of corecompetitiveness, the level of it can direct impact on the enterprise performance in the market.Whether have talent showing itself and stand firm in the fierce competition in the market,largely depends on the marketing competitiveness. In the current study, research on enterprisemarketing competitiveness evaluation and in specific industry is increasing, but the research onmarketing competitiveness evaluation of commercial retail enterprise is relatively lack, theevaluation system is focused on the theory qualitative and single quantitative, and not veryperfect. Therefore, the evaluation of retail commercial enterprise marketing competitiveness,has an important significance.Based on the domestic and foreign research situation about the evaluation of marketingcompetitiveness on the basis of the analysis, combined with the characteristics and thedevelopment of retail business, puts forward the evaluation system on marketingcompetitiveness of retail commercial enterprise. Marketing competitiveness from the basiccondition, marketing concept, marketing strategy, marketing services, marketing tactics,marketing image and marketing support7factors to evaluate the retail enterprise.Using fuzzycomprehensive evaluation method, constructed the marketing competitiveness of retailbusiness model, and uses the relevant software and method for data calculations. Theevaluation system and evaluation model will use in a well-known domestic retail enterprises toevaluation of marketing competitiveness, through the analysis of the evaluation results to findproblems and shortcomings, puts forward corresponding promotion strategies. This studyprovides a theoretical basis for the retail enterprises to evaluate their own marketingcompetitiveness, and has the role of guiding China’s retail business to improve its marketingability, has certain practical significance.