Marketing Capability Evaluation Of Giant Kone Elevator Branch Company In Hebei

With the continuous development of economy,urban construction increasingly fast in our country.The increasing demand of elevator is increasing with the high-rise building is rising in big cities.The elevator industry market competition also will be fiercer,and increasing of demand will bring opportunities along with challenges.This paper analyzes the factors which influence the marketing ability,including setting up marketing ability evaluation system and evaluating the marketing ability of the company.Then putting forward some Suggestions aiming at the shortcomings of the company’s marketing work,which will be beneficial to the improvement of the ability of company,the increase of market share,for the development of the company also plays an important role.The paper introduces the basis of relevant theories from environmental factors,market factors,enterprise culture and management,marketing team and the marketing personnel,innovation and capital levels which influence the elevator marketing ability.Then building an indicator system which has three level of the giant kone elevator Hebei branch marketing based on the principle of building indicator system.The first-level indicators including marketing knowledge,marketing resources,and the level of marketing environment,marketing decision-making ability and marketing ability,and second-levelincluding11 indexes,such as marketing innovation ability,cultural level,information resources,human resources,third-level including enterprise management level,Marketing Culture 27 level.The paper also introduces the fuzzy comprehensive evaluation method,constructs the elevator marketing ability evaluation model.Then evaluates the marketing competitive of Giant KONEHeBei Branch,determines the state of the index,and analysis the reason about the results.At last the paper puts forward to improve product marketing innovation,(which include product innovation,marketing process innovation,marketing,service),strengthen the competitive power of the human resources(including pay attention to personnel training,establish excellent marketing team)and the related suggestions to raise the capacity of the marketing plan.