On the marketing competitiveness evaluation index system.docVIP

 PAGE \* MERGEFORMAT 23 On the marketing competitiveness evaluation index system Abstract: Marketing competitiveness evaluation index system of the building, and practicality should be guided by two general principles to follow three specific principles: clear and solid foundation, a broad and convincing empirical evidence, strong operability. According to the theory and practice of marketing trends, marketing competitiveness, mainly by the products and innovative development, quality management, brand management and marketing communications capabilities, supply chain and sales management capabilities, service, and customer relationship management capabilities constitute the five elements. Capacity and performance by the dialectical relationship can be established with the five elements of marketing relative competitiveness evaluation index system. Marketing competitiveness refers to the companies based on market conditions, marketing environment and their own resources, through a systematic marketing effort to gain comparative advantage in market competition, creating customer value and reach mutually beneficial exchange, businesses and stakeholders to achieve goals. Marketing competitiveness, the competitiveness of the theory in the enterprise occupies a very important position. More and more evidence and that is the core competitiveness of enterprises rely on long-term survival and development of a solid foundation, while the marketing is the core competitiveness of the competitiveness of the most important constituent elements. The competitiveness of an enterprise marketing research, although the academic community has published a lot of information, but has yet to see a relatively complete and operational evaluation index system. Therefore, the establishment of corporate marketing, competitiveness evaluation index system is a pioneering system engineering. This paper attempts in the existing marketing theory and practice of corporate marketing, based on