Marketing Diagnosis Of Aton Company

This dissertation starts with the concept of marketing diagnosis, describes the knowledge frame and diagnosis methods of marketing management for the preparation of the study, and stresses the necessity of marketing diagnosis in operation. On the basis of the successful marketing methods of foreign and domestic enterprises, by diagnosing the marketing of Aton Corporation in details, the study discusses the marketing diagnosis theory deeply, and summarizes marketing index system for medium-and small-sized enterprises. Firstly, the dissertation reviews and criticizes the marketing management theory and relative marketing analysis theory, and puts forward marketing diagnosis theory for specific company. Secondly, industry environment, inner and outer environment, and marketing situation of Aton Corporation are discussed to analyze its general situation. At last, qualitative and quantitative methods are utilized to diagnose the marketing of Aton. By rough integrated judgment table, marketing strategies, marketing tactics and general marketing such as market research,market orientation,market segmentation,products mix,price level,new products launching,promotion, are assessed. Meanwhile, according to the existing problem of Aton, management theory and relative diagnosis tools are applied to identify the organizational structure, marketing strategies, marketing tactics and sales management for improvement.