| 内容提要：随着经济全球化进程的加快、中国的入世，企业间的竞争将是高层次、多元化的市场竞争，这对企业的市场运作能力提出了更高的要求，各项市场营销活动的有效开展与企业市场营销水平的提高直接决定了企业在激烈市场竞争中的命运。所以，从市场营销各组成要素出发， 综合评价企业自身目前的市场营销水平，充分认识自身在市场营销方面所存在的缺陷与不足，对于入世后的福建民营企业来说已是一项紧迫和重要的任务。
关键词：福建民营企业 营销竞争力 评价体系
The General Evaluation on
FuJian Private-owned Enterprise’s marketing competivity
Guohuiling Zenglu
（College of Management and Economics， HuaQiao University，Quanzhou，Fujian ，362011）
Abstract：The accelerating process of globalization and the access of China to WTO surge more stinging competition among enterprises and pass even higher requirements on their market operating ability, their destination is written into effective marketing. This paper, starting from elements that consist of marketing, aims to establish integrated evaluation system to help Fujian private-owned enterprises measure their marketing levels.
Keywords：Fujian private-owned enterprise ,marketing competivity, evaluation system,
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