The Research On The Evaluation Of Enterprise Marketing Sustained Competitive From The Perspective Of Stakeholders

As an important component of the sustained enterprise competitiveness, the enterprise marketing sustained competitiveness became crucial factor to obtain continuous development. In recent years, some domestic and foreign institutions and scholars carried out many beneficial explorations and studies on enterprise marketing competitive and its evaluation from different angle of views. But we discovered that the existing research being focused on strategy marketing that based on resources and capacities, few stakeholders was considered to evaluate the enterprise marketing sustained competitive. To compensate for imperfections in marketing theory research, this paper proposed the new topic that evaluating sustained enterprise marketing competitive based on stakeholders, tried to expand sustained marketing theory on the basis of existing theories and research, explored new contents of sustained marketing, found the path of realizing sustainable development for enterprises. We hope this paper can enrich the evaluation theory and method of sustainable competitiveness of marketing.On the basis of deeply, comprehensively and system research of documents related to enterprise marketing sustained competitive, combined with the views of experts at home and abroad, we proposed the connotation of enterprise marketing sustained competitive from the perspective of stakeholders. Through the theoretical research and investigation, the elements of enterprise marketing sustained competitive such as the core elements, influence elements and supporting elements were summarized. The competitive was a dynamic system formed of seven major stakeholders such as customer, shareholder, employee, channel partner, government, the community and the media. After that, an evaluation index system was established, which composed of target strata, criteria indicators and 24 specific indexes. In addition, the GA-BP neural network methodology was introduced to overcome the shortage of existing evaluation method.We take Youngor Corporation for example, made empirical analysis through GA-BP neural network methodology, verified the scientific and feasible of the evaluation index system. Finally, according to the evaluation results, we put forward the main strategy to improve marketing sustained competitive.