Study Of Marketing Performance Evaluation Of Dairy Product Enterprises

The dairy product enterprise runs through agriculture, industry and Commerce, and is important part of our national economy.Since1998, the dairy product enterprises have developped rapidly in China, but experienced a series of serious crisis and challenge: Firstly, dairy quality and safety problems have bursted out frequently, consumer confidence in dairy products dropped; Secondly, the raw material prices of dairy increased, aggravated cost burden of dairy product enterprises;Thirdly, the dairy product market competition is stiff, the fierce competition structure between domestic brands and foreign brands,and between base and city dairy product enterprises, between national and regional brands in domestic dairy products has formed. These crises damage development of dairy enterprises, there were 642 dairy product enterprises in China 2012, about 240000 employees, 25450000 tons sales, total industrial output value was 2519.33 billion yuan, being 0.49% of gross national product, but overall industry losses reached 10.72 billion yuan. The marketing is a critical function of dairy product enterprise, dairy enterprises contact with consumers and dealers closely by marketing, understanding needs, creating demand, meeting needs, and achieve the goal of creating value growth point, taking profit. In front of difficulty and crisis, the dairy product enterprises hope to defuse crisis by powerful function of marketing, improve market competition ability. Then, does the marketing work of dairy productventerprise play a desired role? Although the contribution of marketing to dairy enterprises is very large, but the actual effect of marketing of dairy enterprises is lack of effective evaluation according to literature exam, therefore, this paper devote to the research of marketing performance evaluation of dairy product enterprises. By research, the performance and effect of marketing activities can been understand in dairy product enterprises, the problems effected on the marketing performance during marketing can be mastered. The position and rank of enterprise marketing performance in dairy industry can be known. The information is very important for dairy product enterprises to improve marketing, guide marketing decision, and improve market competitiveness.This paper firstly analyzes the existing problems of marketing performance evaluation in dairy enterprises and the general correction idea of marketing performance evaluation is designed. Then, according to the correction idea, the paper construct the indexes system of marketing performance evaluation select marketing performance evaluation method and construct marketing performance evaluation model of dairy product enterprises; Then, the paper evaluate and analyze marketing performance of samples by marketing performance evaluation model; Finally, the suggestions are put forward to improve marketing performance of dairy product enterprises. The main research contents are as follows:(1) Questions of marketing performance evaluation of dairy product enterprises and correction general idea When evaluating marketing performance, dairy product enterprises overemphasize economic benefits, doesn’t consider fully market competition, doesn’t pay full attention to consumer demand.In order to solve the problems in evaluation process, it’s must to correct marketing performance evaluation of dairy product enterprises. The correction general idea is as follows: According to enterprises development, market competition, consumer demand, and evaluation process’ s systematization and standardization, constructing the indexes system of marketing performance evaluation of dairy product enterprises firstly, then, selecting scientific methods and models of marketing performance evaluation to evaluate marketing performanceion.(2) Indexes system constructing of marketing performance evaluation of dairy product enterprises The marketing process has invested a lot of resources in dairy product enterprises. One of the important purposes of marketing performance evaluation in dairy product enterprises is to measure output effects of marketing input resources. According to the purpose, First-class indexes of marketing performance evaluation have been designed from the point of view of marketing input indexes and marketing output indexes; Then, 7 second- class indexes of marketing performance evaluation have been designed according to the modern marketing concept and the development of dairy product enterprises; Finaly, 29third- class indexes of marketing performance evaluation have been designed based on full investigation of dairy market competition and consumers demand for dairy products, combining with marketing characteristics of dairy product enterprises. Indexes system of marketing performance evaluation of dairy product enterprises has been constructed colligating first – class, second – class and third- class indexes.(3) Methods selection and models construction of marketing performance evaluation of dairy product enterprises Performance evaluation methods were analyzed and compared, such as FCE, AHP, GRAP, BP artificial neural networks, PCA, DEA. PCA and DEA have been choosen according to the purpose of marketing performance evaluation in dairy product enterprises and the applicability of various evaluation methods; DEA and malmquist index model evaluating marketing input-output efficiency were constructed in line with DEA. Principal component regression model evaluating marketing synthetical performance was constructed in line with PCA.(4) Evaluating marketing input-output efficiency of dairy product enterprises based on DEA and malmquist index Marketing input-output efficiency of dairy product enterprises has been evaluated by DEA and malmquist index. The research shows:①from statics, marketing input-output efficiency of dairy product enterprises is affected by VRS and scale efficiency;The VRS of marketing of dairy product enterprises is good, low scale efficiency affect marketing performance. Dairy product enterprises should improve marketing performance by radial increasing output and reducing input redundancy, expanding output; ②From dynamics, marketing performance’s Tfpch of dairy product enterprises is affected by Effch, Techch, Sech. Now, the Effch, Sech are source of marketing performance’s Tfpch increase, but Techch’s reducing leds to Tfpch declines. Dairy product enterprises pay different attention to R & D management and R & D investment, creativity, innovation ability and technological progress are different.(5) Evaluating marketing synthetical performance of dairy product enterprises based on principal component regression model Marketing synthetical performance of dairy product enterprises has been evaluated by principal component regression model. The research shows:①Marketing synthetical performance of dairy product enterprises is affected by marketing profit- competition-innovation ability, marketing operation efficiency and meeting customers need ability, and influence degree of 3 factors aren’t identical, The influence degree are 50.19%, 25.52%,11.53%; ②Dairy industry market competition is fierce, competitive advantage and gap of marketing performance of dairy product enterprises are obvious. Firstly, all dairy product enterprise are different greatly in marketing profit- competition-innovation ability, marketing operation efficiency and meeting customers need ability;Secondly, all dairy product enterprise are different greatly in marketing synthetical performance. Yili Dairy and Mengniu Dairy are first and second in marketing synthetical performance. The marketing performance of San Yuan Dairy and Huang Shi Dairy are poor, marketing needs to be strengthened.(6) Suggestions of promoting marketing performance of dairy product enterprises “marketing performance evaluation” and “promoting marketing performance” are unity of mutual connection, mutual interaction, mutual connection, mutualcooperation in dairy product enterprises. The results of marketing performance evaluation service for promoting marketing performance of dairy product enterprises, the suggestions of promoting marketing performance of dairy product enterprises of dairy product enterprises have been put forward. The dairy product enterprises should strengthen product R&D, and improve innovation ability firstly; Secondly, the dairy product enterprises should implement differentiated marketing, and improve market competition ability; Thirdly, the dairy product enterprises should implement scientific management, and enhance marketing operating efficiency; Fourthly, the dairy product enterprises should pay attention to interests of consumers, and improve ability of meeting customer demand; Fifthly, the dairy product enterprises should coordinate all parties’ interests, and improve marketing network maintenance ability.