本文選題：客戶導(dǎo)向 + 營銷績效評(píng)價(jià)　； 參考：《福建農(nóng)林大學(xué)》2016年碩士論文

【摘要】：當(dāng)前的世界經(jīng)濟(jì)處于大變革時(shí)期。隨著我國中國制造2025的提出,產(chǎn)業(yè)結(jié)構(gòu)調(diào)整也進(jìn)入“深水區(qū)”,福建鴻安公司是作為全球著名的信息技術(shù)服務(wù)商之一,致力于通過持續(xù)的科技創(chuàng)造和技術(shù)創(chuàng)新為客戶創(chuàng)造價(jià)值,通過堅(jiān)持不懈的與客戶共同發(fā)展實(shí)現(xiàn)服務(wù)業(yè)績的提升,并以此形成核心競(jìng)爭(zhēng)能力和競(jìng)爭(zhēng)優(yōu)勢(shì)。福建鴻安公司的服務(wù)營銷績效是衡量企業(yè)成敗的關(guān)鍵。作為本次研究的對(duì)象,作者從其為客戶創(chuàng)造價(jià)值并實(shí)現(xiàn)共贏的戰(zhàn)略出發(fā),落實(shí)“客戶導(dǎo)向”的理念,分析其客戶特征和營銷行為,結(jié)合其信息技術(shù)服務(wù)龍頭企業(yè)的獨(dú)特經(jīng)營管理流程,以營銷管理部門為主,設(shè)計(jì)合理、完整的評(píng)價(jià)指標(biāo),完善溝通反饋機(jī)制,保障整個(gè)營銷管理評(píng)價(jià)的順利、完整運(yùn)行,從而深化客戶價(jià)值增值服務(wù),提升公司的核心競(jìng)爭(zhēng)力。本文一共有六個(gè)章節(jié)。第一章是緒論,主要介紹作者選題和研究的背景以及意義,闡述了國外國內(nèi)的相關(guān)研究和本文的研究內(nèi)容。第二章是相關(guān)理論研究概述,對(duì)營銷理論和績效評(píng)價(jià)相關(guān)的理論、方法等進(jìn)行闡述,為下文的研究提供了充分的研究理論。第三章為福建鴻安公司營銷績效評(píng)價(jià)的現(xiàn)狀與問題,主要分析福建鴻安公司營銷服務(wù)的特點(diǎn)和營銷績效評(píng)價(jià)的現(xiàn)狀、指出績效評(píng)價(jià)中存在的問題。第四章為客戶導(dǎo)向的福建鴻安公司營銷績效評(píng)價(jià)體系設(shè)計(jì),從客戶導(dǎo)向進(jìn)行分析,結(jié)合平衡記分卡設(shè)計(jì),構(gòu)劃出鴻安公司營銷績效評(píng)價(jià)指標(biāo)體系的框架,并對(duì)如何做好績效反饋和改進(jìn)進(jìn)行了論述,形成了適合鴻安公司需要的客戶導(dǎo)向的營銷績效評(píng)價(jià)體系系統(tǒng)。第五章為提升鴻安公司營銷績效的對(duì)策建議。第六章為本文的總結(jié)部分,為研究展望與不足。
[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.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F49

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