【作者】 刘伟；

【导师】 林红菱；

【作者基本信息】 广东工业大学 ， 企业管理， 2008， 硕士

【摘要】 我国汽车制造业在建国后的半个多世纪里获得了飞快的发展,取得了举世瞩目的成就。然而,与欧美、日本等汽车工业强国相比,我国汽车制造业在规模、实力尤其是研发等领域差距甚大,严重制约了我国汽车制造企业的竞争力。营销竞争力作为企业竞争力的重要组成部分,它的水平直接影响着企业在市场上的表现。营销竞争力是企业为了获取市场竞争优势,参与市场竞争,在整个营销管理过程中不断学习、创新、积累而形成的一系列能力的综合。在目前我国汽车自主核心技术不发达的情况下,提升营销竞争力也是提升汽车制造企业竞争力的重要手段。正是基于这一目标,本文对我国汽车制造企业的营销竞争力评价进行了研究,本文研究包括以下内容:第一章阐述本文的研究背景和意义,对国内外在该领域的研究做了简单的总结与回顾,指出本文的研究框架、研究内容和预期创新点。第二章介绍与营销竞争力有关的基本概念及其内涵,在综合营销管理理论、企业竞争力理论及相关理论的基础上,探讨企业营销竞争力的基本概念,总结营销竞争力的基本特征,分析营销竞争力与企业竞争力之间的关系。第三章总结世界和我国汽车制造企业的发展现状、营销现状以及对营销水平的评价状况,从而为汽车制造企业营销竞争力的评价打下基础。第四章构建汽车制造企业营销竞争力指标评价体系,综合运用专家咨询法、层次分析法、综合评判法等定性与定量方法研究汽车制造企业营销竞争力的评价,并确定各细化指标的权重。第五章以东南汽车有限公司为例,对其营销竞争力水平进行评价,并给出提升营销竞争力水平的建议。最后,总结本文的研究成果和不足之处,指出今后进一步研究的方向。更多还原

【Abstract】 After the new China’s foundation, with the fast development, our auto-making industry had acquired great achievements to the world in the past half century. However, compared to the Europe, America, or Japan, we are left behind greatly in the scale, strength, especially in the R&D field, these limit our auto-makers’ competence greatly. As the very important part of the corporation’s competence, the marketing competence is in line with the company’s achievement in the market directly.The marketing competence is an integration of the capability which could be formulated through continuous learning, innovation and accumulation with the temptation to acquire the market competition advantage. In the current situation, it is a very important approach to improve our auto-making enterprises’ competence through the marketing competence.Based on the objective; we make research on the evaluation of the marketing competence of the auto-making enterprise. The thesis including the following contents:Chapter One We expatiate the background and the meaning of the research, make an easy look back and conclusion in the domestic and overseas’ relevant research field.Chapter Two We introduce some basic concepts and the connotation referring to marketing competence. Based on the marketing management theory, the corporation competence theory and relevant theory, we exploit the basic concept of marketing competence, summarize the characters, and analyze the relations between them.Chapter Three We conclude the current development situation, marketing situation and the evaluation of the marketing status of the auto-making industry in the world and our country. So we have made a solid foundation to the evaluation of the marketing competence of the auto-making companies.Chapter Four We construct the evaluation model of the marketing competence of the auto-making enterprise. And make up the weights of the detail index. Chapter Five Taking the Southeast Auto Company as an example, makes an evaluation of its marketing competence, and gives suggestions on how to improve it.At last, we summarize the research and the limitation, point out the direction of the further study.更多还原