Changes in market environment and synthetical evaluation of marketing efficiency after China's entering WTO

Evaluation of marketing efficiency in an enterprise plays a more important role after China's entering WTO. Factors, such as enterprise's marketing basis and scope, basic market operating rules, and the system of market operating and management, etc, will have effects on the marketing efficiency of the enterprise. After China entered WTO, changes in the market environment will require China to make adjustment in ways of evaluating the marketing efficiency. In doing the synthetical evaluation, considerations should be given to the satisfied degree of those engaged in the marketing activity, the process and efficiency of marketing activity, financial achievement and the ability of marketing innovation.