發(fā)布時(shí)間：2018-08-16 17:42

【摘要】：如果缺乏對(duì)管理的績(jī)效評(píng)價(jià),一切企業(yè)營(yíng)銷計(jì)劃都將是缺乏剛性的。在企業(yè)經(jīng)營(yíng)中,需要了解究竟是那些成功因素推動(dòng)了公司發(fā)展,以及這些因素對(duì)公司發(fā)展的推動(dòng)作用有多大。 真正的營(yíng)銷,本質(zhì)上是一個(gè)戰(zhàn)略過(guò)程,在企業(yè)為實(shí)現(xiàn)顧客需求、提供令顧客滿意的產(chǎn)品和服務(wù),并在競(jìng)爭(zhēng)性的市場(chǎng)環(huán)境中勝出的目標(biāo)所設(shè)立的體系中處于核心地位。營(yíng)銷的戰(zhàn)略計(jì)劃支撐企業(yè)的戰(zhàn)略計(jì)劃。特別地,營(yíng)銷支持企業(yè)的財(cái)務(wù)目標(biāo)得以實(shí)現(xiàn)。但是,在企業(yè)實(shí)現(xiàn)其戰(zhàn)略目標(biāo)的過(guò)程中,長(zhǎng)期目標(biāo)與短期目標(biāo)常常發(fā)生沖突,公司會(huì)因?yàn)榇龠M(jìn)短期績(jī)效而損害了長(zhǎng)遠(yuǎn)發(fā)展。因?yàn)橄駹I(yíng)銷這樣的戰(zhàn)略行為通常給公司帶來(lái)的收益是經(jīng)過(guò)長(zhǎng)期才能表現(xiàn)出的且是不易度量的。 羅伯特·S·卡普蘭和大衛(wèi)·P·諾頓發(fā)明了一種新的績(jī)效測(cè)評(píng)體系——“平衡計(jì)分卡”。這種新的績(jī)效測(cè)評(píng)體系,幫助經(jīng)理把企業(yè)戰(zhàn)略和使命轉(zhuǎn)化成具體的測(cè)評(píng)指標(biāo),使公司經(jīng)理們更全面的考察公司,從更加寬廣的視野關(guān)注公司目標(biāo)和戰(zhàn)略。本文通過(guò)把“平衡計(jì)分卡”這種新型公司績(jī)效戰(zhàn)略管理工具應(yīng)用于企業(yè)的營(yíng)銷戰(zhàn)略中,借以研究哪些關(guān)鍵營(yíng)銷行為對(duì)企業(yè)經(jīng)營(yíng)業(yè)績(jī)產(chǎn)生影響,以及如何評(píng)價(jià)這些因素的影響程度。期望通過(guò)研究,能夠提供一系列顧客滿意營(yíng)銷績(jī)效指標(biāo),評(píng)價(jià)長(zhǎng)期客戶關(guān)系所帶來(lái)的利益。
[Abstract]:If there is no performance evaluation of management, all enterprise marketing plans will be lack of rigidity. In enterprise management, we need to understand what success factors promote the development of the company, and how these factors promote the development of the company.
True marketing is essentially a strategic process in which the enterprise is at the core of the system set up to achieve customer needs, to provide products and services that satisfy customers, and to win in a competitive market environment. However, long-term goals often conflict with short-term goals in the process of achieving their strategic goals, and companies can undermine long-term development by promoting short-term performance, because the benefits of strategic actions such as marketing are usually long-term and not easy to measure.
Robert S. Kaplan and David P. Norton invented a new performance appraisal system, the "Balanced Scorecard". This new performance appraisal system helps managers to translate enterprise strategy and mission into specific evaluation indicators, so that managers can study the company more comprehensively and pay more attention to company goals and battles from a broader perspective. This paper applies Balanced Scorecard (BSC), a new corporate performance strategy management tool, to the marketing strategy of an enterprise, in order to study which key marketing behaviors have an impact on business performance and how to evaluate the impact of these factors. To evaluate the benefits of long-term customer relationship.
【學(xué)位授予單位】：天津財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F274

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 郁文利;井浩ng;謝微;;基于全方位視角的企業(yè)營(yíng)銷績(jī)效評(píng)價(jià)研究[J];現(xiàn)代經(jīng)濟(jì)(現(xiàn)代物業(yè)下半月刊);2008年07期

相關(guān)碩士學(xué)位論文 前2條

1 張佳;基于平衡計(jì)分卡的企業(yè)營(yíng)銷業(yè)績(jī)考核體系研究[D];內(nèi)蒙古大學(xué);2008年

2 戰(zhàn)麗杰;XX汽車集團(tuán)品牌公司營(yíng)銷績(jī)效考核指標(biāo)體系研究[D];吉林大學(xué);2010年

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本文編號(hào)：2186708