The Research Of The Marketing Failure Of Well-known China Enterprises

In the end of last century, North-east Asia financial crisis, which waved around the world, resulted in the economy falling back and the bankruptcy of many enterprises. Interior of the country, a great number of famous groups were threatened by the marketing crisis and marketing failure. As "JUREN GROUP" fell down, "TAIYANGSHEN GROUP" went down, "FEILONG GROUP" hit the ground and many advertising kings broke down, some of the excellent companies, which had ever presented the market trend, are now sinking into the condemn of general debility or even bankruptcy. Since our country takes part in the WTO, the competition will turn from the domestic, partial, un-integrate one to the one of international and overall. The characters of marketplace will change into domestic international-marketplace from the ever international domestic-one, thus more business face with marketing failure.The marketing failure is the marketing maneuver collapse caused by the marketing crisis, which inevitable destroys the durative marketing state. Among the sorting methods are the enterprises itself defining method, press appraising method, expert suggesting method and data justifying method.The research of marketing failure is based on the substantial theoretic foundation. The "thrilling bound" theory of Marx is the start-point of the research. Then the exchanging theory including value theory, competing theory, commercial crisis theory and currency theory, the price theory and economy crisis theory of his point out the direction of the research and provide the basis.The paper chooses 30 famous enterprises, which are national-known, certain scale and had ever deep influenced the economy or brought about bad influence, or theenterprises which reflects the common pattern of going on market company in rising bond market. Using the scientific standards, the article generalizes the marketing failure factors as five sides: environment, marketplace, strategy, tactics and operation. The factors which result in the marketing failure are explored and analyzed in the aspect of marketing theory.Based on the analysis and research of marketing failure, the last of paper expounds the thoughts of how to manage the marketing failure, and also gives some elementary discussing conclusions.