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Under the global competition and the world economics integration tide, the domestic market opening up in the very great degree to foreign countries, the domestic enterprise is going to face the intense market competition day by day. Faced with such new environment, the enterprise needs to promote its competitive ability, standing to the invincible position, promoting and cultivating its marketing force. As an important method for enterprise making decision and formulating strategy, the marketing force evaluation attached making enterprise and the academic circles attentions. In enterprise management, only has enterprise appraise its marketing force scientific can correctly understand itself, discover itself superiority and insufficiency which exists in the competition, and formulate strategy with a clear goal.Locating the marketing force evaluation, limiting the enterprise marketing force accurately, discussing the marketing force constitution, constructing the practical feasible marketing force evaluation index system and the evaluation model, have extremely significant for enterprise understanding own superiority and inferiority, clearing its status in competition, distinguishing the enterprise competitive ability in the management practice, promoting and optimizing marketing force with a clear goal, cultivated marketing force, enhancing the competitive ability. At the same time, through the research of basic connotation of marketing force and the index system constitution, constructing the enterprise marketing force evaluate model, it provides theory frame instruction and basis to our enterprise appraise scientific, evaluates and promotes enterprise marketing competitive ability. What’s more, the research also provides the science reference standard for the domestic enterprise advancing marketing management.This thesis takes the marketing force evaluate as the research topic, following the logic consept of enterprise marketing force theory discussion -appraisal index system establishment - index weighing confirmation -evaluate model comparative analysis, after analyzed the function, the essential factor and the principle of marketing force evaluation, understanded constitution of the marketing force evaluation system, propose three kinds of marketing force evaluate model, namely the synthesis evaluation model, the fuzzy mathematical model and the principal components analysis model, unify the qualitative analysis and the quantitative analysis, use the more scientific and reasonably quota model for marketing force evaluation analysis, launch the system synthetic study to the enterprise marketing force evaluation system. Finally, this thesis also compares these several methods, analyzing the differences and complementarity of the three main methods with emphasis, determining the suitable conditions and the scope of these several methods, in order to fully manifest the practical value and the practical significance of this research.
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