基于客户导向的福建鸿安公司营销绩效评价体系研究

发布时间：2018-07-05 11:24

本文选题：客户导向 + 营销绩效评价　；参考：《福建农林大学》2016年硕士论文

【摘要】：当前的世界经济处于大变革时期。随着我国中国制造2025的提出,产业结构调整也进入“深水区”,福建鸿安公司是作为全球著名的信息技术服务商之一,致力于通过持续的科技创造和技术创新为客户创造价值,通过坚持不懈的与客户共同发展实现服务业绩的提升,并以此形成核心竞争能力和竞争优势。福建鸿安公司的服务营销绩效是衡量企业成败的关键。作为本次研究的对象,作者从其为客户创造价值并实现共赢的战略出发,落实“客户导向”的理念,分析其客户特征和营销行为,结合其信息技术服务龙头企业的独特经营管理流程,以营销管理部门为主,设计合理、完整的评价指标,完善沟通反馈机制,保障整个营销管理评价的顺利、完整运行,从而深化客户价值增值服务,提升公司的核心竞争力。本文一共有六个章节。第一章是绪论,主要介绍作者选题和研究的背景以及意义,阐述了国外国内的相关研究和本文的研究内容。第二章是相关理论研究概述,对营销理论和绩效评价相关的理论、方法等进行阐述,为下文的研究提供了充分的研究理论。第三章为福建鸿安公司营销绩效评价的现状与问题,主要分析福建鸿安公司营销服务的特点和营销绩效评价的现状、指出绩效评价中存在的问题。第四章为客户导向的福建鸿安公司营销绩效评价体系设计,从客户导向进行分析,结合平衡记分卡设计,构划出鸿安公司营销绩效评价指标体系的框架,并对如何做好绩效反馈和改进进行了论述,形成了适合鸿安公司需要的客户导向的营销绩效评价体系系统。第五章为提升鸿安公司营销绩效的对策建议。第六章为本文的总结部分,为研究展望与不足。
[Abstract]:The current world economy is in a period of great change. As China's 2025 made in China, the adjustment of industrial structure has also entered the "deep water area". Fujian hung an is one of the world's famous information technology providers, and is committed to creating value for customers through continuous technological innovation and technological innovation, through perseverance and customers. The service marketing performance of Fujian hung an company is the key to measure the success or failure of the enterprise. As the object of this study, the author, starting with the strategy of creating value for customers and achieving a win-win strategy, carries out the concept of "customer orientation" and analyzes its customers. The user characteristics and marketing behavior, combined with the unique management process of the leading enterprise of the information technology service, based on the marketing management department, design reasonable and complete evaluation index, perfect the communication feedback mechanism, guarantee the smooth and complete operation of the whole marketing management evaluation, so as to deepen the customer value added service and enhance the core competition of the company. There are six chapters in this article. The first chapter is the introduction, which mainly introduces the background and significance of the author's topic and research, expounds the relevant research in the country and the contents of this article. The second chapter is a summary of the related theoretical research, and expounds the theories and methods related to the marketing theory and performance evaluation, and provides the following research. The third chapter is the current situation and problems of the marketing performance evaluation of Fujian hung an company. It mainly analyzes the characteristics of the marketing service and the current situation of marketing performance evaluation in Fujian hung an company, and points out the existing problems in the performance evaluation. The fourth chapter is the design of the marketing performance evaluation system of the customer oriented Fujian Hong An company, which is based on the customer orientation. On the basis of the analysis and the design of the balanced scorecard, the framework of the performance evaluation index system of Hong An company is constructed, and the performance feedback and improvement are discussed, and the customer oriented marketing performance evaluation system is formed for the needs of Hong An company. The fifth chapter is to improve the marketing performance of Hong An company. The sixth chapter is the conclusion of this paper, which is the prospect and deficiency of the research.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F49

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