Marketing Strategy Audit Based on Customer Value Perspective
In the New Electronic Components Enterprises - YT Company as an
Example
Abstract
Marketing strategy is the key of enterprise marketing activities, the marketing strategy
for the audit is of great significance in promoting the implementation of corporate marketing
strategy and the improvement of the overall strategy of the enterprise, the foundation and the
key to other project audit also business. In the information society, the new electronic
components enterprises to promote the rapid development of society and the advance of
science and technology related industries,but because of the complexity of unique new
electronic products and target market environment, the enterprises in the formulation of
marketing strategy and audit aspects also has the distinctive quality and the complexity of
certain. In this paper, a more comprehensive and objective perspective to study the marketing
strategy of customer value based on the audit, and the new electronic components enterprises
as the research object, proposed targeted improvement program.
This paper first reviewed the customer value and marketing strategy audit related theory,
based on the perspective of customer value, according to the characteristics of the new
electronic components enterprises, research and discussion of this kind of enterprise
marketing strategy, how to develop,then analyze and study marketing strategy the timing of
this kind of enterprise focus; and then takes YT company as an example, introduces the the
market situation and the current problems faced by the point; then according to the related
theory of marketing strategy audit and method to carry out its marketing strategy audit; finally,
the results of the audit, discussed YT company marketing strategy improvement scheme and
implement security conditions.
Through the audit, clearly and accurately find out YT company's problems, puts forward
the improvement scheme has been part of the execution, and get the correct feedback market.
Key words: Customer value; marketing audit audit; marketing strategy; marketing strategy;
the new electronic components
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