On Over-Marketing And Financial Performance Evaluation Of Enterprises

With the rapid growth of China's economy,more and more enterprises have promoted sales growth through advertising and brand marketing in recent years.The investment of the company in marketing resources can visually display the characteristics of the products,attracting the attention of the masses of consumers,and thus promoting the sales of the products.The continuous investment of enterprises in marketing activities has effectively increased the sales of products,and at the same time,it has intensified the competition among enterprises,and the enterprises have no choice but to keep increasing the sales expenses.For most companies,the huge sales expenses can promote the sales to varying degrees,but the improvement of the performance may not be obvious.There are more and more researches on the sales expenses of enterprises in the theoretical circle,but there are few research results on the relationship between over-marketing and financial performance.Therefore,this paper selects representative enterprises in the pharmaceutical industry as the research object,in order to clarify the mechanism of the influence of enterprise over-marketing on financial performance and operational efficiency.In order to more accurately understand the relationship between corporate over-marketing behavior and financial performance,and to provide a useful reference for corporate marketing resources investment,this paper firstly illustrates the definition and the form of expression for corporate over-marketing by reviewing the relevant theoretical researches,and selects sales elasticity as the criterion for the excessive marketing behavior of enterprises,which provides an analytical tool for the study of enterprise over-marketing.Secondly,the corresponding indicators are selected to evaluate the financial performance of enterprises,and the traditional financial performance indicators will be compared with the EVA index in the indicator analysis,in order to test the validity of the EVA index in the enterprise performance evaluation while obtaining the conclusion of this paper.Finally,it is different from the method used by the scholars to study the marketing behavior and enterprise performance in the past.Instead of using empirical research methods based on empirical data,the case study method was used to conduct research in this paper,and China Resources Sanjiu Co.,Ltd.was selected for analysis,it is expected to provide effective suggestions to help enterprises rationally plan marketing investment and continuously improve their financial performance and capital utilization.Through case study,this paper explores new useful conclusions from selected cases,enriches and perfects the theoretical research results in the field of over-marketing behavior.When it comes to the conclusion of the research,the paper initially clarifies the mechanism of corporate marketing for excessive financial performance.It is concluded that excessive marketing behavior directly affects its profitability and operational efficiency.As the degree of over-marketing deepens,its profitability declines,and business efficiency is affected.Conversely,as the degree of over-marketing is corrected,its profitability will be improved accordingly,and operational efficiency will be improved accordingly.On this basis,this paper puts forward some suggestions that can be considered in the marketing investment decision: firstly,enterprises should innovate enterprise marketing concept,and firmly establish the concept of "brand is a tool,marketing is a process,profit is fundamental",overall planning for both marketing and R&D investment;secondly,enterprises should focus on the financial management of sales expenses,and firmly establish the matching principle of cost-benefit ratio of marketing expenditure,avoid waste of sales resources;thirdly,enterprises should improve the decision-making mechanism of enterprise marketing strategy,and establish scientific and reasonable decision-making rules to prevent imperfections in decision-making mechanisms and cause decision-making mistakes.