Research On Internal Marketing Audit Of AB Group Company Based On Value Added

With the ever-changing economic environment,the management of enterprises increasingly demanding,especially marketing management,because the success of marketing directly determines the survival of enterprises.Today,the marketing theory with the complexity of the business environment has undergone a major change from 4C strategy to challenge the traditional 4P strategy,and then put forward the idea of integrated marketing communication.In the internal audit of China’s marketing audit for less attention,and with the rapid development of enterprise marketing strategy,the traditional internal audit management thinking of the disadvantages and lagging behind gradually emerged,the management concept needs to be replaced,and can make up for the traditional Internal audit deficiencies are value-oriented internal audits.In this paper,the author puts forward the idea of the integration of marketing theory and value-added theory,which is a useful exploration of new internal marketing audit.Taking AB Group as an example,this paper analyzes the marketing strategy of AB Group and the problems in marketing management,and puts forward the value of AB’s marketing audit into the value-added value,which can promote the enterprise’s marketing management Enhance and enhance the competitiveness of enterprises.In this paper,based on the existing problems in the internal marketing audit of the manufacturing enterprise AB company,the paper puts forward the technical method of the internal marketing audit based on the value increment,from the aspects of the concept,the goal,the realization way and the development analysis.Process system,and through case analysis,the enterprise value-oriented internal marketing audit can effectively optimize the corporate governance structure,improve the enterprise management system,enhance the strategic execution of enterprises,enhance the competitiveness of enterprises to make a contribution.