Evaluation Of The Pharmaceutical Wholesale Enterprise Marketing Capabilities

With the rapid development of medical wholesale enterprises (MWEs) in China, the existing problems also are coming to view. Marketing competence is more and more important to MWEs, which is the core competence of MWEs and a magic weapon to success. In short, marketing competence determines the future of MWEs in 21^st century.As a whole, the marketing of MWEs is just underway, and the marketing competence of MWEs is unsubstantial, which represent as follows: inaccurate orientation, service conception become indifferent, limited market coverage and week logistic competence. In order to succeed in the fierce competition, the MWEs in china must improve their marketing competence. The studying and evaluating on marketing competence help to discover its superiorities and shortcomings. Then we can suit the remedy to the case and improve marketing competence.This paper elaborated on the background and significance of the marketing competence, and had a simple synthesis and evaluation on the research in this field at home and abroad. It pointed out the research methods, content and structure. Then the paper analyzed the marketing ability of MWEs, noting that the three issues and summarizes that the marketing capacity plays a important role in the MWEs. Then we proposed the evaluation specification for marketing competence of MWEs. The specification put forward a number of methods and steps and mainly resolved the issue of evaluation indicator, weight and value how the issues identified. We also measured the specific indicator weight in the evaluation specification for marketing competence of MWEs by using AHP method and the results of the consultation with experts, and set up one evaluation model.Finally, take the Hubei-Kyushu Medical Ltd. as an example of empirical research, we calculated and marked all the indicators on marketing competence of the company according to the methods and models mentioned in the third chapter and the obtained data from investigation, then put forward four-point suggestions on how to improve the marketing competence of the company by summing up these evaluation results.By the end of the paper, we make a conclusion on the main results, innovation and drawbacks of this paper and prospect the follow-up study development in this area.