【作者】 徐佳；

【导师】 曲福海；

【作者基本信息】 辽宁工程技术大学 ， 企业管理， 2008， 硕士

【摘要】 营销竞争力是近年来营销领域和竞争力领域研究的一个热点问题。并且随着客车市场竞争日益激烈,产品同质化现象越来越严重,客车企业所面临的主要问题是营销能力如何提升。那么,正确评估客车企业自身及竞争对手的营销竞争力水平就是非常必要的。鉴于此,本文尝试着对客车企业的营销竞争力指标评价进行系统研究。本文在分析客车企业的营销竞争状况后,总结了国内外学者关于企业营销竞争力的研究成果。在借鉴一般竞争力评价体系的构建原则的基础上,根据客车企业的实际情况,初步建立了一个由产品创新与开发能力、质量管理能力、品牌管理与营销传播能力、供应链与销售管理能力、服务与客户关系管理能力、营销人力资源等六大部分构成的评价指标体系。随后,采用层次分析法及Microsoft Excel、SPSS13.0确定各指标的权重,对国内两个典型的客车企业进行实证研究——对二者的营销竞争力水平进行比较分析,根据分析结果总结出两家企业的优势与劣势,并提出了相关的建议。通过调查研究发现,产品创新与开发能力、供应链与销售管理能力在整个评价体系中所占权重较大。本文通过对两家知名客车企业的实证分析,证明了本文所采用的评价指标体系和评价方法基本上是正确可行的。更多还原

【Abstract】 In recent years, the marketing competitiveness has become a hot issue in the fields of marketing and competitiveness.With the increase in the fierce competition of the bus market and the decrease in product differentia, the main problem facing the bus enterprises is to improve the marketing competitiveness. Thus, it is necessary to properly appraise the marketing competitiveness of both the enterprise itself and its opponents. Therefore, we have conducted a systematic research on the appraisal of the marketing competitiveness of the bus enterprises.After analyzing the marketing competitiveness of bus enterprises, this paper summarizes the research fruit of marketing competitiveness of domestic and overseas scholars. On the basis of referring to the principles of average appraisal system of competitiveness, according to the practical situation of bus enterprises, this paper has established a primary appraisal system composed of 6 parts-enterprises’ strategic objective, product innovation and R&D capability, quality management capability, brand management and marketing communications capability, supply chain and sales management capability, services and customer relationship management capability,and marketing human resources. Subsequently, the analytic hierarchy process, Delphi method, Microsoft Excel and SPSS 13.0 are used to do an empirical research on the two typical bus enterprises-a comparative analysis of their marketing competitiveness.Also,related suggestions are given according the strength and weakness of the two enterprises.Through investigation and research, we discovered that marketing concept, product innovation and R&D capability and supply chain and sales management capability have greater significance in the whole appraisal system.The empirical research on the two bus enterprises has proved that the appraisal index system and appraisal method of this paper is feasible.更多还原