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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

On the Construction of Evaluation Index System of Marketing Competitiveness

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DOI: 10.25236/icetem.2019.212


Zhang Yiling

Corresponding Author

Zhang Yiling


As an important part of enterprise management, improving marketing competitiveness is not only related to the enterprise's own economic development, but also plays an important role in the overall development of the industry to which the enterprise belongs. The purpose of designing the evaluation index system is to improve the marketing competitiveness of enterprises. This paper puts forward the enterprise marketing competitiveness and its evaluation for the first time, preliminarily determines the evaluation principle, designs and constructs the structure of the evaluation system, and basically describes and explains the structure. To construct a reasonable evaluation index system for marketing competitiveness, we should fully consider the three factors of quality marketing effect, careful planning of marketing behavior, and improvement of marketing system quality.


Marketing, Competitiveness, Evaluation Index System