The Theory And Applied Research Of Marketing Audit For Manufacturing Enterprise

Scientific and effective marketing activities can create benefits for each counterpart. China, being a worldwide manufacture center at the economic globalized atmosphere, faces with a dilemma, that is, many enterprises don't know how to do marketing. Thus , how to improve marketing management level, gain best outstanding achievement by controlling marketing activities , which finally results in the whole performance improvement of enterprises, is an important issue concerned for manufacturing enterprises.The dissertation studies marketing audit for manufacturing enterprises from the perspectives of theoretical research, application design and practiced applied. It concludes eight sections.Based on the analysis on intention of marketing audit, the thesis investigates some basic theories which support the framework of marketing audit theory; Then, in terms of the features of manufacturing enterprises, the thesis studies mechanism, contents, process of marketing audit for manufacturing enterprises; A model of performance evaluation for marketing in manufacturing enterprises is built based on the method of BSC; and grey relation is introduced into the model; finally how marketing audit improve marketing management for manufacturing enterprises is proved with samples, based on the theory of management control. Consequently creative points are suggested as follows:First, the thesis supplementary the theory system of market auditing, especially based on the features of manufacturing enterprises. Introducing the theory of management control into marketing audit, dividing marketing audit's content into process control and outcome control, these all fit the marketing atmosphere in our country even. Besides, the thesis introduce the theory of internal auditing into marketing audit, investigate the disparity of marketing audit in different organizations, prove firstly that marketing audit can economize contractual cost also.Second, the process of marketing audit is designed creatively according to the marketing's features of manufacturing enterprises. Besides, a model of performance evaluation for marketing in manufacturing enterprises is put forward firstly based on the method of BSC, the model evaluate the marketing performance form four aspects of finance, not finance, process and learning, counterbalance the old quantitative method which analyses aiming at single indicator but lack of analyzing synthetically. Meanwhile grey relation is introduced into the model, in which the difficulties in solving the data collecting and relations among the indicators are overcome.Third, for the first time, how marketing audit improves enterprises'marketing management is proved through samples of manufacturing enterprises. Plural regression model is established , through the analysis of regression result, it is brought that linear exits in the whole marketing audit, especially outcome control, but nonlinear exits in the process control, and control degree influence the result. The finding is important for raising reliability and validity of marketing audit's conclusion and control in theory and practice.