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论文编号：	15553
作者编号：	2320233857
上传时间：	2025/12/5 15:46:28
中文题目：	A公司营销审计活动优化研究
英文题目：	Optimization of The Marketing Audit Activities in Company A
指导老师：	张晓农
中文关键字：	制造企业；营销活动；内部审计
英文关键字：	Manufacturing Enterprise;Marketing Activities;Internal Audit
中文摘要：	近年来，我国制造业面临着高质量发展背景下的转型升级问题。而营销活动作为企业的主要资金来源，在制造业企业的转型升级中发挥着关键的作用。入市以来中国经济的高速发展使得制造业企业的整体营销活动发展较为粗放，在面临当前更为复杂的市场竞争环境及更为精细化的管理需求时难免会面临左支右绌的困局，这就需要企业内外部合力推动营销活动的顺利转型。而在企业内部中，营销审计活动就可以很好的扮演这一推动角色。 本文主要探讨的问题就是制造业企业的营销审计活动究竟该如何开展，以更好地发挥其对于营销活动在转型升级中的重要作用。为此，本文以A公司当前所面临的营销困境为背景，以营销审计理论为基础，通过案例研究法对其营销活动及营销审计活动的现状进行梳理。研究发现A公司当前事后性的营销审计活动无法对营销活动整体层面进行更有效地审计评估，从而在为营销活动创造战略价值并提供前瞻性预警方面所能发挥的作用受限。主要系当前A公司内审部的组织定位及内部结构瑕疵影响其开展营销审计时的执行力，营销审计工作流程的不规范也影响了其工作开展的有效性，同时未建立起有效的营销审计问题汇报及问责机制，审计人员的专业性欠缺也使得营销审计的专业性无法得到保证。 为此，本文着眼于根据科特勒所建立的营销审计框架对现有的营销审计活动进行优化，在原有的营销审计活动的基础上增强对A公司营销环境、营销战略、营销组织及营销功能的审计，发现了其中存在的诸多问题并针对性的提出了相应的改进建议，从而验证了优化后营销审计活动的有效性。此外，本文提出需通过组织架构调整将内审部直属于审计委员会提升其独立性，建立新的营销审计整改汇报机制并与高管的绩效挂钩提升问题整改力度，对现有的营销审计流程重新进行梳理以提升其规范性等措施，以此保证经优化后的营销审计活动能够有效实施。 至此，本文通过对现有营销审计活动进行优化，为A公司营销活动的转型升级提供助力，希望能够对国内其他开展营销审计的同类企业起到一定的参考作用，通过营销审计更好的助力企业营销活动的发展。
英文摘要：	In recent years, the Chinese manufacturing sector has faced the challenge of transformation and upgrading within the context of high-quality development. This transformation requires capital, and as a primary source of funding, marketing activities play a pivotal role in the restructuring of manufacturing firms. Since China's accession to the WTO and its rapid economic growth, the overall marketing activities of these companies have developed extensively yet often remain unrefined. Consequently, when faced with a more complex and competitive market and the demand for more refined management, they often struggle to adapt effectively. This situation necessitates a collaborative effort from both internal and external forces to facilitate a successful transition of marketing activities. Internally, marketing audit can effectively serve as this driving force. The effective implementation of marketing audit activities by manufacturing enterprises is the central issue addressed in this thesis, focusing on how such audits can be optimized to enhance their role in facilitating the transformation and upgrading of marketing initiatives.Against the backdrop of the marketing challenges faced by Company A, this study employs a case study approach, grounded in marketing audit theory, to examine the current state of its marketing activities and audit practices. The findings reveal that the company's current reactive marketing audit activities are inadequate for conducting comprehensive and effective evaluations of marketing initiatives at a holistic level. Consequently, their capacity to generate strategic value and provide forward-looking early warnings is limited. This ineffectiveness is primarily attributed to flaws in the organizational positioning and internal structure of Company A's internal audit department, which hinder its operational execution. Furthermore, the lack of standardized marketing audit procedures compromises the efficacy of these activities, while the absence of an effective reporting and accountability mechanism, coupled with a deficiency in staff professional expertise, undermines the overall professionalism of the process. To address these issues, this thesis proposes an optimized marketing audit framework, based on Kotler's model, which includes an expansion of the audit scope to cover Company A's marketing environment, marketing strategy, organization, and functions. Through this process, numerous underlying issues were identified, and targeted recommendations for improvement were formulated, thereby validating the effectiveness of the optimized framework. Additionally, this thesis advocates for several supporting measures to ensure the successful implementation of the enhanced audit activities. These include: restructuring the organization to place the internal audit department directly under the audit committee to bolster its independence; establishing a new reporting mechanism for marketing audit rectifications that is linked to executive performance evaluations to strengthen accountability; and systematically revising the existing marketing audit procedures to enhance their standardization. These measures are proposed to guarantee the successful execution of the refined marketing audit activities. In conclusion, by refining the extant marketing-audit regime, this thesis furnishes critical impetus for the transformation and upgrading of Company A’s marketing operations. It is hoped that this thesis can serve as a valuable reference for other similar domestic companies conducting marketing audits, enabling them to better support the development of their marketing efforts through this process.
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