Research On S Company Marketing Force Improvement

In recent years, along with becoming the automobile production and consumption country, the market competition of our country’s automobile and parts is more drastic. More and more enterprises begin to pay more attention to marketing. But in the actual operation process, mostly marketing still remains in a functional state, and people still think that marketing is selling, People are accustomed to strategies and ideas, and emergency plan to the single issue. They are lack of systematic thinking and Integrity solutions, and lack of marketing strategic planning. This results that the marketing performance and operating environment of enterprises become worse and worse. In order to change the status quo, the enterprise must start the overall strategic revolution. At the company level, the enterprise introduces strategic marketing theory.(Bradley thinks that:marketing strategy is an important determinant factor which is created to achieve a higher standard of living value). Power Of Marketing is an important aspect for the study of marketing strategy theory. Though the research to Power Of Marketing and the implementation of enterprise "marketing" concept, promoting the role of marketing in the strategy of company. Based on the analysis of each component of the power of marketing, find out the disadvantages of the enterprise in competition and development strategy so as to lay a foundation for the sustainable development of enterprises.This article takes S company as an example, using the analysis method of PEST (macroscopic environment analysis) and SWOT and etc to do systematic research to the company’s internal and external environment, and do deep discussion to the marketing competition situation. It indicates that the advantages, disadvantages, opportunities and threats which the company confronts at present, and do the groundwork for evaluating the marketing ability of the company. Using the methods of data statistics, survey of questionnaire, expert consulting and so on, through the analysis and evaluation to marketing ability of3main abilities and9components, It put forward to evaluate enterprise’s marketing ability from three aspects of value, promotion, persistent force, and further subdivide it into9evaluation indexes. And make them up for the enterprise marketing ability evaluation index system. Through on-the-spot survey and interviews to the enterprise, obtaining the sample data. Through the evaluation to each index by experts, synthetically evaluating the marketing ability of S company, and do the analysis to evaluation results. According to the results of the evaluation, the current marketing capability of S company is in the lower middle level. Finally, combineding with marketing evaluation result of S company, put forward to the way of further enhancing the company’s comprehensive marketing ability. Namely, we should improve the company’s marketing capability from the following aspects, establishing the enterprise strategy management and "marketing" concept, rationalizing the organization of company, increasing enterprise R&D investment, increasing marketing investment, improving the marketing information system and nurturing a unique corporate culture and so on.