平衡計分卡在企業(yè)營銷績效戰(zhàn)略管理中的應(yīng)用
發(fā)布時間：2018-08-16 17:42
【摘要】：如果缺乏對管理的績效評價,一切企業(yè)營銷計劃都將是缺乏剛性的。在企業(yè)經(jīng)營中,需要了解究竟是那些成功因素推動了公司發(fā)展,以及這些因素對公司發(fā)展的推動作用有多大。 真正的營銷,本質(zhì)上是一個戰(zhàn)略過程,在企業(yè)為實現(xiàn)顧客需求、提供令顧客滿意的產(chǎn)品和服務(wù),并在競爭性的市場環(huán)境中勝出的目標(biāo)所設(shè)立的體系中處于核心地位。營銷的戰(zhàn)略計劃支撐企業(yè)的戰(zhàn)略計劃。特別地,營銷支持企業(yè)的財務(wù)目標(biāo)得以實現(xiàn)。但是,在企業(yè)實現(xiàn)其戰(zhàn)略目標(biāo)的過程中,長期目標(biāo)與短期目標(biāo)常常發(fā)生沖突,公司會因為促進短期績效而損害了長遠發(fā)展。因為像營銷這樣的戰(zhàn)略行為通常給公司帶來的收益是經(jīng)過長期才能表現(xiàn)出的且是不易度量的。 羅伯特·S·卡普蘭和大衛(wèi)·P·諾頓發(fā)明了一種新的績效測評體系——“平衡計分卡”。這種新的績效測評體系,幫助經(jīng)理把企業(yè)戰(zhàn)略和使命轉(zhuǎn)化成具體的測評指標(biāo),使公司經(jīng)理們更全面的考察公司,從更加寬廣的視野關(guān)注公司目標(biāo)和戰(zhàn)略。本文通過把“平衡計分卡”這種新型公司績效戰(zhàn)略管理工具應(yīng)用于企業(yè)的營銷戰(zhàn)略中,借以研究哪些關(guān)鍵營銷行為對企業(yè)經(jīng)營業(yè)績產(chǎn)生影響,以及如何評價這些因素的影響程度。期望通過研究,能夠提供一系列顧客滿意營銷績效指標(biāo),評價長期客戶關(guān)系所帶來的利益。
[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.
【學(xué)位授予單位】：天津財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：F274
本文編號：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.
【學(xué)位授予單位】：天津財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：F274
【引證文獻】
相關(guān)期刊論文 前1條
1 郁文利;井浩ng;謝微;;基于全方位視角的企業(yè)營銷績效評價研究[J];現(xiàn)代經(jīng)濟(現(xiàn)代物業(yè)下半月刊);2008年07期
相關(guān)碩士學(xué)位論文 前2條
1 張佳;基于平衡計分卡的企業(yè)營銷業(yè)績考核體系研究[D];內(nèi)蒙古大學(xué);2008年
2 戰(zhàn)麗杰;XX汽車集團品牌公司營銷績效考核指標(biāo)體系研究[D];吉林大學(xué);2010年
，本文編號：2186708
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