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介绍了依据PDCA闭环管理原则与BSC平衡计分卡方法开发的“平衡计分卡——集团业务营销效果评估模型”和评估表,结合某集团客户拓展类营销策划与实施的案例,分析了与营销活动链不同角色(关键是与集团客户)间互动的实施要点,进而肯定评估系统在打破“集团业务营销第四堵墙”、检验营销效果、分析营销策略制定、促销活动执行、客户感知质量等方面起到的作用。认为评估系统提升了客户感知的营销效果,有力支撑了集团客户营销的服务工作。
This paper introduces the “Balanced Scorecard - Group Business Marketing Effectiveness Evaluation Model” and evaluation table developed by PDCA closed-loop management principles and BSC balanced scorecard method, combined with a case study of a group of customers expanding marketing planning and implementation, analyzing And the marketing activities of the different roles of the chain (the key is with the group of customers) the implementation of the main points of interaction, and then affirmed the assessment system in breaking the “fourth block of business marketing”, test marketing effectiveness, analysis of marketing strategy development, implementation of promotional activities , Customer perceived quality and other aspects of play a role. We think that the evaluation system enhances the customer-perceived marketing effectiveness and strongly supports the service of group customer marketing.