Study On The Marketing Management System Of Dalian F Company

In the larger environment of global economic downturn, manufacturers are faced with rising costs, dropping industry profit margins, intense peer competition and other problems. An effective method to realize the objective of business management is to expand sales and to occupy a greater market. For this reason, it is crucial to reasonably optimize the marketing management system.This paper firstly introduce the related theory of the marketing management system, itsimportance for the enterprise and the functions, structures and founding methods of the marketing management system. Then we explain the organizational structure, products, clients and operational details. Then we analyze the inner and outer environments, competitors and so on through SWOT matrix and the Potter five force model to confirm the competitive strategy of the enterprise.The marketing management system is the body to realize our strategic objective. By re-organize the organizational structure, flow charts and working details of the marketing management system, we point out the factors that affect the operational efficiency of the organization. In the end, we consider the problems lying in the enterprise’s marketing management system and their underlying reasons in an expert’s point of view, by considering the enterprise’s strategic objective, use related theories to analyze and propose solutions to promote the realization of the strategic objectives of the company. With the ever-changing factors of market, customers and the economic environment, the system should be timely adjusted. Finally we summarize this paper, hoping that the case of F Company may provide some reference for the domestic peer to construct marketing management system.