中国联通上海分公司营销绩效评价体系优化研究

发布时间：2018-01-20 12:00

本文关键词： 通信运营商上海联通营销绩效指标评价体系　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国的通信运营商经过了几次大的调整和实质性的变革,通信市场竞争上升到了白热化的程度,改革的效果也揭示着全业务运营时代的即将来临,由此新产生的三大运营商均成为拥有固话、移动网络经营牌照的的全业务运营商。上海联通作为上海三大运营商之一,在上海的通信市场份额占比15%左右,全业务运营来临的时代,三家运营商各有优势。上海联通如何能在这激烈的市场竞争中杀出重围,力争三国鼎立局面的呈现,对公司的市场营销水平提出了非常高的要求,如何凸显营销水平的高低,评价营销活动是否有效呢?带着这些疑问,对研究公司现行的营销绩效评价体系提出了想法。从企业管理的角度,从有效的市场营销管理的角度,结合各企业的生产经营特点,开展市场营销绩效评价的研究,希望通过对营销绩效评价指标体系的研究,建立一套对公司的市场营销管理有帮助的营销绩效评价体系,建立和完善符合这个竞争时代要求的营销绩效评价体系,使营销活动更有针对性,可以实现营销策略科学化决策,提升公司营销活动的有效率,推动营销水平的逐步提升。论文在学习营销绩效评价的相关理论和国内外的研究成果,借鉴企业绩效的平衡计分卡法、关键绩效指标法两种评估方法以及层次分析法、模糊综合评价法两种数据处理的评价技术,结合目前上海联通的营销管理现状,通过学习有效的方法和可行的技术,提出了对目前公司的营销绩效评价指标体系进行优化的课题,并应用优化后的营销绩效评价指标体系结合实际案例对上海联通的市场营销绩效进行了客观和公正的评价,实现对公司的市场营销绩效评价科学合理、公平公正的结果。论文的结构分为6章。在充分吸取前人对市场营销绩效评价研究的基础上,同时与实际应用相结合,希望可以给公司建立一套具有实际应用价值的营销绩效指标评价体系,并辅以提升公司的市场营销的工作。
[Abstract]:China communication operators have undergone several adjustments and substantive changes, the competition of communication market rose to the level of intense, the effect of the reform also revealed that whole business operation era is coming, the new generation of the three operators have become a fixed, full service mobile network operators operating licence the Shanghai Unicom Shanghai as one of the three major operators, communications market share in Shanghai accounted for about 15% of the whole business operation era, the three operators have their own advantages. How could Shanghai Unicom kill win in this fierce competition in the market, and strive to present the situation of Three Kingdoms, is put forward high demand for the company's marketing level, how to strengthen the marketing level, the evaluation of marketing activities effective? With these questions, put forward the idea of the current marketing performance evaluation system research. From the perspective of business management, from the perspective of effective marketing management, combining the characteristics of production and management of the enterprise, to carry out research on marketing performance evaluation, through the study of the marketing performance evaluation index system, establish a set of marketing management help marketing performance evaluation system, establish and perfect the this competition era of marketing performance evaluation system, make marketing more targeted marketing strategies, can achieve scientific decision-making, enhance the company's marketing efficiency, promote the marketing level gradually.
The related theory in the study of marketing performance evaluation and research results at home and abroad, from the enterprise performance balanced score card method, the key performance index of two kinds of evaluation method and AHP, fuzzy comprehensive evaluation method of the evaluation of two kinds of data processing technology, combined with the current situation of Shanghai Unicom's marketing management, through the effective learning method and the feasible technology, put forward the marketing performance evaluation index system to optimize the company subject, marketing performance evaluation index system and the application of the optimized combination of actual cases are evaluated objectively and fairly. The marketing performance of Shanghai Unicom, to realize the evaluation of marketing performance of the company is scientific and reasonable, fair results.
The structure of the thesis is divided into 6 chapters. On the basis of fully absorbing the previous research on marketing performance evaluation, and combining with the practical application, hoping to establish a set of practical marketing performance evaluation index system for the company, and could enhance the company's marketing work.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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