市场营销竞争力评价指标体系的构建

The Building of Evaluation Index System for Marketing Competitiveness LU Zhenhong

企业市场营销竞争力是企业利用自身的资源,制定营销战略和策略,并在竞争的市场经济中得到有效的执行,从而取得相对优势,创造价值实现利益增长,提升企业在市场中的优势地位。评价指标体系设计的目的就是为了提高企业营销竞争力。构建合理的市场营销竞争力评价指标体系,应充分考虑有质量的营销效果、仔细规划营销行为、提高营销系统素质等三方面因素。

With marketing competitiveness, enterprises obtain comparative advantages, create value, achieve profitable growth and increase market occupation by using their own resources to develop marketing strategies and skills that could be effectively executed in the competitive market economy. The purpose of designing an evaluation system is to improve the marketing competitiveness. Enterprises should take full account of three factors in terms of quality marketing results, carefully planned marketing activities and improving the quality of marketing systems that help construct a reasonable evaluation index system for marketing competitiveness.