论文部分内容阅读
本文首先梳理了关于市场导向的内涵、测量方法及其与企业业绩关系的理论研究;进而论证市场导向理论对于营销绩效评价的影响和指导作用;在此基础上,应用市场导向所包括的顾客导向和竞争导向,提出基于顾客维度的评价和与竞争者相比较的评价应成为企业构建营销绩效评价指标体系的主体内容。
This paper first sort out the connotation of market-oriented, measurement methods and the relationship between business performance and theoretical research; and then demonstrate the market-oriented theory for marketing performance evaluation of the impact and guidance; on this basis, the application of market-oriented customer-oriented And competition-oriented. It is suggested that the evaluation based on the customer dimension and the comparison with the competitors should be the main contents of the index system of the construction of marketing performance.