Study on Marketing Competence Appraisal Indez System of the Chinese Automobile Corporations

摘要：

The market ing competence is an important symbol of the corporate core competences. Based on the development situation of the Chinese automobile marketing ,this paper analyzed the actual state of the Chinese automobile marketing competence,and determined the Chinese automobile marketing competence with four primary indices, which were marketing concept, marketing strategy, marketing organization, and marketing performance ,and 16 secondary indices pertained to the peculiarity of the automobile industry and automobile marketing. Ut ilizing AHP, this paper put forward the appraisal indices and appraised the market ing competence in combination with an actual example.

关键词： Chinese automobile marketing competence appraisal indices AHP

作者: Yang Weiwen Liu Xin Zeng Juanhui

作者单位: School of Business, Central South University, Changsha 410083, China

会议类型: 国际会议

会议名称: 4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 1332-1338

在线出版日期: 2009-08-22（万方平台首次上网日期，不代表论文的发表时间）