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                      中小公司市场营销绩效评价问题与优化策略

                      时间:2019-02-13 来源:现代营销(信息版) 作者:龚杰玲 本文字数:2363字

                        摘    要: 本文主要基于笔者的工作经验和相关交流,首先对当前中小型企业的营销绩效考核成绩进行调查,然后对其中的问题加以分析,最后根据问题引入KPI指标进行绩效考核指标的设计与优化。

                        关键词: 销售绩效考核; 中小型企业; KPI;

                        一、序言

                        BANSUIZHEWOGUOJINGJIDEFEISUFAZHAN,ZHONGXIAOXINGQIYEZAIJINGJIFAZHANZHONGBANYANDEJIAOSEYEBIANDEYUEFAZHONGYAO。SUOYIWEILETIGAOZHONGXIAOXINGQIYEDEYINGXIAOXIAOLV,ZHENDUIXIANGGUANZHONGXIAOXINGQIYEYUNXINGDEGEFANGMIANGAIGEKEBURONGHUAN。YIQIZHONGJIAOWEIZHONGYAODEYINGXIAOJIXIAOFANGMIANLAISHUO,HENDUOQIYEYECUNZAIZHEDUIYINGXIAOMUDEBUMINGQUE、YEWUMUBIAOBUSHIJI、ZHENGTIZHIBIAOBUMINGQUEDENGQINGKUANG,SUOYIBENWENZHENDUIZHONGXIAOXINGQIYEDEYINGXIAOJIXIAOKAOHEJINXINGDIAOCHA,ZHENDUIQIZHONGDEWENTIJINXINGFENXI,BINGJICHUXIANGYINGDEYOUHUAFANGAN。

                        二、当前中小型企业市场营销绩效评价问题

                        SHOUXIANSHIDAOXIANGWENTI,DIAOCHAFAXIAN,BUFENZHONGXIAOXINGQIYEHEXIANGGUANYUANGONGLIANGZHEDEJIXIAOMUBIAOTONGZHONGXIAOXINGQIYEDEZONGZHANLVEZHIJIANDEGUANXIBUDA,QIEJIXIAOZHIBIAOYEBUSHIZAIQIYEZHANLVECENGMIANCENGCENGFENJIESUODECHUDE,ERSHIYOUGUANLICENGMIANJINXINGYIJUGEGANGWEIGONGZUOXINGZHINEIRONGJINXINGKUANFANTICHUDE,QIANQUEJUTIZHENDUIXING,YUANGONGMIANDUIJIXIAOKAOHESHIFENLENGDANSHENZHIFANGAN,BUQINGCHUJIXIAOKAOHEFAZHANZHANLVEYOUZHEZENYANGDEYIYI。

                      星力打鱼平台   QICISHIZHIBIAOWENTI,DIAOCHAFAXIANGAIZHONGXIAOXINGQIYEDEXIANXINGJIXIAOKAOHEQIANQUEGUANLIANXINGYUXITONGXING,JINERSHIDEJIXIAOKAOHENANYICHIXUZHIXING,YOUCIJIHUIZAOCHENGJIXIAOMUBIAOSHEDINGTONGZHANLVEPIANPO、JIXIAOWANCHENGQINGKUANGQUESHAOYOUXIAODEGENZONGKAOHEFENXI,NANYIQIEHESHICHANGXUQIUYUYIDIAOZHENGDENGWENTI,SHIJIXIAOKAOHEGONGZUOXINGTONGXUSHE。

                        ZAICISHIZHIDINGKAOHEJIHUADEKAOHERENYUANZISHENWENTI,YINWEIKAOHERENYUANBENSHENDUIYUJICENGZHONGXIAOXINGQIYEDECANYUCHENGDUBUGOU,SHIDEQIZHIDINGDEKAOHEJIHUABUNENGFAHUICHUYINGYOUDEZUOYONG。TONGSHIKAOHERENYUANZAIZHIDINGKAOHEJIHUASHIQUESHAOXIANGYINGDECANKAODUIXIANG,SHIDEZHENGTIKAOHEJIHUAQUEFAWANBEIDEKEXUEXINGHEHELIXING,JINERDAJILEJICENGZHONGXIAOXINGQIYEYUANGONGDEKAOHEJIJIXING。

                        三、当前中小型企业市场营销绩效评价优化策略

                        (一)KPI指标

                      星力打鱼平台   DANCHUNYIKAOZHONGXIAOXINGQIYEYINGXIAOJIXIAOKAOHETIXI,BINGBUNENGBAOZHENGJIXIAOKAOHENENGGOUYOUXIAOSHISHI,YAOXIANGDUIRENYUANJIXIAOKAOHEDEZHONGZHONGWENTIJINXINGYOUHUA,JIUBIXUYAOCONGGENBENSHANGDUIYINGXIAOJIXIAOKAOHEDEZHIBIAOJINXINGSHEJI,YINRUKPIDESILULAIBANGZHUBSCKAOHETIXIJINXINGWANSHANSHIYIXIANGHENHAODISILU。SUOWEIKPISHIZHIGUANJIANJIXIAOZHIBIAO,QIYUANYU20SHIJI90NIANDAIDEMAIKENXIGONGSI,KPIZHIBIAODEGOUJIANHEZHANLVEMUBIAOYIJISHIJIQINGKUANGXIXIXIANGGUAN,CONGJIHUA、JIANCE、PINGGUHEFANKUIDENGHUANJIEDUIJIXIAOJINXINGKAOHE,JIANHUAKAOHEGONGZUODETONGSHIJIANGDILEYEJIKAOHESHENLIDENANDU,SHIGONGSINENGGOUGENGJIAZHIGUANDEKAIZHANXIANGYINGJIXIAOKAOHE。

                        (二)绩效考核指标优化设计

                        要想针对绩效考核的指标进行优化设计,就需要明确整体的构件流程和目标,从中小型企业的角度来看,要想建立相应的规划首先需要构建相应的战略地图,对中小型企业的整体情况进行分析,接触SWOT分析、五力模型分析等等技术来确定中小型企业的长远目标。然后利用BSC来将发展目标和实际情况相结合,从客户管理流程、运营管理流程、资产准备流程和创新流程四个方面来确定战略主题。
                       

                      中小公司市场营销绩效评价问题与优化策略
                       

                        ZHONGXIAOXINGQIYEDEKPI,SHIJIYUZHONGXIAOXINGQIYEZHANLVEZHIBIAOMUBIAOZHONGDEBUTONGJIEDUANERZHIDINGDE,SUOYISHOUXIANXUYAOMINGQUEZHONGXIAOXINGQIYEDEZHENGTIZHANLVEMUBIAO,CAINENGZHIDINGXIANGYINGDEHENGLIANGBIAOZHUN。ZAIQIYEZHENGTIZHANLVEMUBIAODEDAFANGXIANGXIACAINENGDUIZHONGXIAOXINGQIYEHESHANGWUBUMENDEJUTIXIAOSHOUBUMENZHIBIAOJINXINGWANCHENG,GENJUXIAOSHOUBUMENZAIGUOCHENGZHONGKENENGSHOUDAODEYINGXIANGJINXINGXIFEN,ZUIHOUGENJUDUIXIFENXIANGMUDEKAOCHADUIGONGSIZHENGTIZHANLVEMUBIAOJINXINGDIAOZHENG。ZAIZHENGGEQIYEDEZUZHIKUANGJIANEIDUIZHONGXIAOXINGQIYEDEJIXIAOKAOHEFANGSHIJINXINGQUEDING。

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                      星力打鱼平台   ZONGSHANGSUOSHU,ZHONGXIAOXINGQIYESHANGWUXIANDEJUTIDEJIXIAOKAOHEPANDINGFENWEI50(D)、60(C)、80(B)、90(A),FENBIECONGCAIWUZHIBIAO、KEHUPINGHE、NEIBUPINGJIA、RENZHIHEXUEXIBIAOZHUNSIGEFANGMIANJINXINGPINGJIA。

                        1、财务指标

                        CONGDINGYISHANGJIANG,CAIWUZHIBIAOZHIDESHIBUMENYEWUSHUZHIFANWEIDEKEGUANFANYING,CAIWUZHIBIAOZUIDAZHIDUIYINGDESHIZHONGXIAOXINGQIYEDEYOULIANGYEJI,ERCAIWUZHIBIAOZUIXIAOZHIDUIYINGDESHIZHONGXIAOXINGQIYEDEYEJIBUZU,SUOYICAIWUZHIBIAONENGGOUZUOWEIZHONGXIAOXINGQIYEJUTIJIXIAOKAOHEPANDINGDEBIAOZHUNZHIYI。ZHENDUIZHONGXIAOXINGQIYEDEJUTIQINGKUANG,XUYAOGENJUZHONGXIAOXINGQIYEDEBUTONGFAZHANJIEDUANJINXINGBUTONGCAIWUZHIBIAODEZHIDING。

                        2、客户评核

                        KEHUDEPINGHESHIFANYINGZHONGXIAOXINGQIYEFUWUTAIDUDEZHONGYAOBIAOZHUN,DANSHITONGCHANGKEHUPINGHEBURONGYIBEILIANGHUA,JINERWUFABEINARUPINGJIABIAOZHUN。SUOYIZHENDUIKEHUPINGHEJINXINGLIANGHUACHULISHIJIANGKEHUPINGHENARUPINGJIABIAOZHUNDEJICHU。

                        3、内部评价

                      星力打鱼平台   NEIBUPINGJIADEZHUYAOMUDESHITIGAOZHONGXIAOXINGQIYEDEGONGZUOXIAOLV,ZHUYAOFENWEIGONGZUOZHILIANG、GONGZUOLIUCHENGHESHICHANGZHIXUDENGFANGMIAN。DANSHINEIBUPINGJIAQUEFAKEGUANDELIANGHUABIAOZHUN,ZHINENGGOUYISUOZAIDIQUDECHANYESHIJIQINGKUANGWEIZHUN,YINDIZHIYIDEZHIDINGHAONEIBUPINGJIA,SUOYIZHONGXIAOXINGQIYEXUYAOGENJUDANGDIDECHANYEBIAOZHUNJINXINGZHONGXIAOXINGQIYENEIBUPINGJIADEZHIDING。

                        4、认知和学习标准

                        RENZHIHEXUEXIBIAOZHUNSHIZHENDUIZHONGXIAOXINGQIYEDEYUANGONGJINXINGZHIDINGDE,BAOZHENGLEGEYUANGONGXUEXINENGLIHETUANDUIJINGSHENDEFAZHAN,ZHIYOUGEGEYUANGONGZAISIXIANGSHANGYOUGEJINBU,CAINENGCUJINQIYEWENHUADEJINBU。SUOYIRENZHIHEXUEXIBIAOZHUNXUYAOJIYUZHONGXIAOXINGQIYEDEQIYEWENHUAJINXINGZHIDINGHELIANGHUA。JUTIBAOKUOZHONGXIAOXINGQIYEKAIZHANXIAOSHOUBUMENZUZHIDESHICHANGZHIXINGLIDEPEIXUNCISHU、ZHONGXIAOXINGQIYEDETUANDUIXIEZUONENGLI、ZHONGXIAOXINGQIYEDUIYUWENYUYINSHUACHANPINDEZHENGTIZHANGWOCHENGDUSANXIANG。

                        四、总结

                        ZONGERYANZHI,ZHONGXIAOXINGQIYEDEJIXIAOKAOHEXITONGSHIYIGEDONGTAIDEGUOCHENG,XUYAOGENJUSHIJIDEXIAOSHOUQINGKUANG、ZHENGCEHUANJING、SHICHANGBIANHUAHEJINGJISHILIJINXINGBUDUANDIDIAOZHENGHEBIANDONG,GEQIYEXUYAOJIEHEXIAOSHOUQINGKUANG、DIFANGZHENGCE、SHICHANGHUANJINGHEJINGJIFAZHANDENGSHIJIYINSU,JIEHEBENCIYANJIUDESHANGYEKAOHESILUDUISHANGYEKAOHEZHIBIAOJINXINGSHIJIDIAOZHENG,ZENGQIANGQIYEJINGZHENGLIDETONGSHIWEIWOGUOJINGJIDEFAZHANZUOCHUGONGXIAN。

                        参考文献

                        [1]张妍,魏江,朱子君.中小型医药企业战略导向与产品创新绩效:一个多案例研究[J].中国科技论坛,2019(07):138-144.
                        [2]郭帅. C公司华东区经销商市场营销绩效考核体系研究[D].南京大学,2019.

                        本文引用格式:龚杰玲.中小型企业的市场营销绩效考核改革[J].现代营销(信息版),2020(01):134.
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