平衡计分卡在企业营销绩效战略管理中的应用
发布时间：2018-08-16 17:42
【摘要】：如果缺乏对管理的绩效评价,一切企业营销计划都将是缺乏刚性的。在企业经营中,需要了解究竟是那些成功因素推动了公司发展,以及这些因素对公司发展的推动作用有多大。 真正的营销,本质上是一个战略过程,在企业为实现顾客需求、提供令顾客满意的产品和服务,并在竞争性的市场环境中胜出的目标所设立的体系中处于核心地位。营销的战略计划支撑企业的战略计划。特别地,营销支持企业的财务目标得以实现。但是,在企业实现其战略目标的过程中,长期目标与短期目标常常发生冲突,公司会因为促进短期绩效而损害了长远发展。因为像营销这样的战略行为通常给公司带来的收益是经过长期才能表现出的且是不易度量的。 罗伯特·S·卡普兰和大卫·P·诺顿发明了一种新的绩效测评体系——“平衡计分卡”。这种新的绩效测评体系,帮助经理把企业战略和使命转化成具体的测评指标,使公司经理们更全面的考察公司,从更加宽广的视野关注公司目标和战略。本文通过把“平衡计分卡”这种新型公司绩效战略管理工具应用于企业的营销战略中,借以研究哪些关键营销行为对企业经营业绩产生影响,以及如何评价这些因素的影响程度。期望通过研究,能够提供一系列顾客满意营销绩效指标,评价长期客户关系所带来的利益。
[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.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F274
本文编号：2186708
[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.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F274
【引证文献】
相关期刊论文 前1条
1 郁文利;井浩ng;谢微;;基于全方位视角的企业营销绩效评价研究[J];现代经济(现代物业下半月刊);2008年07期
相关硕士学位论文 前2条
1 张佳;基于平衡计分卡的企业营销业绩考核体系研究[D];内蒙古大学;2008年
2 战丽杰;XX汽车集团品牌公司营销绩效考核指标体系研究[D];吉林大学;2010年
，本文编号：2186708
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