Evaluation On The Marketing Ability Of Foctek Company Based On Customer Value

On the integration of market economy and global market competition, the enterprise marketing environment make drastic changes, enterprises gradually involve in more and more complex and dynamic environment. Faced with the increasingly complicated market environment, photoelectron industry wants to survive and develop must rely on strong and integrated marketing capabilities to get the market competition advantage.The thesis is divided into six parts:the first part is the introduction, mainly, it briefly states the research background, purpose, significance and opens up the way for the later research; the second part is the theories of customer value and Marketing capability, it Mainly includes relevant theories of the customer value, marketing, marketing capability; the third part is the analysis of the present situation and problem about the marketing ability of Foctek photoelectric company. It mainly comprises the internal environment analysis, external environment analysis, industry analysis and so on. The fourth part is the influence factors analysis of marketing capacity of Foctek photoelectric company which is based on the customer value. The main content is according to the Foctek photoelectric company marketing capacity factor on the customer value theory basis. The fifth part is the evaluation index system of Foctek photoelectric company’s marketing ability. It Include the determining the weights of evaluation index and the comparison and selection of evaluation model. The sixth part is construction of marketing competency model which is based on the customer value. The Content includes the introduction and construction process of V-ACE-IC model, and the safeguard ensuring the smooth function of the measure model. This thesis aims to develop a systematic, effective marketing competence theory system which can accept the innovative, and to quantify and improve the further direction for the marketing ability of Foctek photoelectric company and other photoelectric enterprises.