本文關鍵詞： 通信運營商 上海聯(lián)通 營銷績效 指標評價體系　出處：《蘭州大學》2013年碩士論文　論文類型：學位論文

【摘要】：中國的通信運營商經(jīng)過了幾次大的調(diào)整和實質(zhì)性的變革,通信市場競爭上升到了白熱化的程度,改革的效果也揭示著全業(yè)務運營時代的即將來臨,由此新產(chǎn)生的三大運營商均成為擁有固話、移動網(wǎng)絡經(jīng)營牌照的的全業(yè)務運營商。上海聯(lián)通作為上海三大運營商之一,在上海的通信市場份額占比15%左右,全業(yè)務運營來臨的時代,三家運營商各有優(yōu)勢。上海聯(lián)通如何能在這激烈的市場競爭中殺出重圍,力爭三國鼎立局面的呈現(xiàn),對公司的市場營銷水平提出了非常高的要求,如何凸顯營銷水平的高低,評價營銷活動是否有效呢?帶著這些疑問,對研究公司現(xiàn)行的營銷績效評價體系提出了想法。從企業(yè)管理的角度,從有效的市場營銷管理的角度,結(jié)合各企業(yè)的生產(chǎn)經(jīng)營特點,開展市場營銷績效評價的研究,希望通過對營銷績效評價指標體系的研究,建立一套對公司的市場營銷管理有幫助的營銷績效評價體系,建立和完善符合這個競爭時代要求的營銷績效評價體系,使營銷活動更有針對性,可以實現(xiàn)營銷策略科學化決策,提升公司營銷活動的有效率,推動營銷水平的逐步提升。 論文在學習營銷績效評價的相關理論和國內(nèi)外的研究成果,借鑒企業(yè)績效的平衡計分卡法、關鍵績效指標法兩種評估方法以及層次分析法、模糊綜合評價法兩種數(shù)據(jù)處理的評價技術,結(jié)合目前上海聯(lián)通的營銷管理現(xiàn)狀,通過學習有效的方法和可行的技術,提出了對目前公司的營銷績效評價指標體系進行優(yōu)化的課題,并應用優(yōu)化后的營銷績效評價指標體系結(jié)合實際案例對上海聯(lián)通的市場營銷績效進行了客觀和公正的評價,實現(xiàn)對公司的市場營銷績效評價科學合理、公平公正的結(jié)果。 論文的結(jié)構(gòu)分為6章。在充分吸取前人對市場營銷績效評價研究的基礎上,同時與實際應用相結(jié)合,希望可以給公司建立一套具有實際應用價值的營銷績效指標評價體系,并輔以提升公司的市場營銷的工作。
[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.

【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626

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