Building System About Marketing Performance And Empirical Research

The performance of marketing research in early 1950s, the first analysis which mostly be used is financial performance index for evaluation marketing. With the mass production of buyer's market system, in order to realize the continuous reproduction and long-term development of the enterprise, the enterprises'value goal goes to put more and more resources into Marketing Department, so the marketing cost increases while production and operation costs and others are relative declining. Marketing gradually become the most basic, most unique function. Therefore, the enterprise'marketing performance evaluation is becoming more and more important.At present, marketing performance evaluation has roughly four assessment structures: simple financial results, the financial results of evaluation, dimensional evaluation and multidimensional investment evaluation. Due to the strong relationship of marketing efforts and the dynamic and uncertainty environment, research from overseas about the mature marketing principles are hard to introduce, and also direct factors of most domestic literature tend to use simple or single dimension index to evaluate the market marketing performance. And the traditional marketing performance evaluation, even if using DEA the multidimensional model for performance evaluation, it often pays attention to product, financial objective, and tangible evaluation index, fousing on internal performance evaluation of companys. Even about the index selection, evaluation indexes of the framework are limited and lack of different angles to customer orientation, actively customer value creation, customer satisfaction or customer loyalty.These marketing strategies and overall performance evaluation system focus on the customer value creation processes and their stokeholders are also lack of be comprehensively considerated and evaluated. On the other hand, some marketing performance in recent research, although there are put forward the comprehensive evaluation index of customer satisfaction, but few of these studies will introduce a quantitative model, using the data of an actual maket for analysis. Therefore, this research is goes to build a comprehensive evaluation system as the core of customer satisfaction with financial evaluation and stakeholders based on the customer orientation theories. Besides, the choice that beer industry is as an example of typical market for the research to analysis and research.the empirical data.Based on the above, the research has three steps for the comprehensive marketing evaluation system construction. First of all, to choose different brands of beer in different cities for group discussion and depth interview, using qualitative research conclusion combining previous literature study, including customer satisfaction, the integrated marketing performance evaluation indicator system. Then, to take the customer satisfaction as the results from the customer perceived value variables, and take a theoretical model while collecting data in changchun city by the method of survey. Finally, using the data envelopment analysis (DEA) .It can successively build three models, one is the traditional evaluation model without customer satisfaction and the other has it, and the third one is the customer satisfaction model which adds distribution system's members'satisfaction as an investment variable, using panel data of JSB Beer Company from 2001 to 2010.The main conclusions of research are as follows:First, establishes a marketing performance comprehensive evaluation index system. Through the group discussion or in-depth interviews with beer wholesalers, retailers and consumers, this study obtains channel members and consumer attitude, and expand the cognitive performance evaluation system,which has formed the financial effects, including the enterprise competitive market effect, consumers and channel member evaluation of four parts, thus establishing the content industry applies comprehensive marketing performance evaluation system.Second, according to customer satisfaction model, the results show that product quality (brand personality, brand image and perception, quality of service quality and reliability and safety (through) the customer perceived value positive influence on customer satisfaction.Notable is, for the quality of service'three dimensions, this research shows that effect of empathising about service quality dimensions doesn't be supported, this does not mean that hotel consumptive link concern customer, customer's move to consumers is not important, the possible reasons for the hotel etc context, beer consumption and not customer focus, customer the dishes, repast environment factors, such as giving more concentrated attention, this conclusion for beer enterprises still meaningful.Therefore, the enterprise only in beer industry will continue for product quality and the perception of the brand image of the mold, and attention to practice hard link services and consumer spending channel member of the link will be regarded as a partner or customer, provide the marketing support or service quality monitoring, assist the customers to provide stable quality of service, thus to raise the level of customer satisfaction.Third, through the introduction of customer satisfaction, corporate finance evaluation and market competition results from three aspects: the index of the comprehensive evaluation model for analysis of the DEA model, study further affirms the customer satisfaction in the performance evaluation of enterprise marketing, also affirmation of the comprehensive evaluation system of operation. In double output and three outputs DEA model, the efficiency of the three models show the same index of seasonal change trend. Among them, the efficiency of the three output models and its average index slightly higher volatility is slightly less than the model of double output, especially the three output model of channel satisfactions that the efficiency index are almostly higher than 1.Considering from the output indicators of efficiency index and the relevance, without considering the satisfaction of the two-output DEA model, the correlation coefficients between its efficiency index with the market share or with satisfactions which are not put into the model are both significant and high, on the contrary, the correlation coefficient with the sales not significant, indicating that at this time is actually more focused on marketing efficiency reflect the market share and customer satisfaction, market competitiveness of the enterprises and consumers in the cognitive performance.Three-output model of a satisfaction index is included with the sales volume, market share and relevance of satisfaction reached statistical significance and large coefficients, indicating that at this time is actually the marketing efficiency of sales, market share and satisfaction-based, which also confirmed from the three perspectives of marketing performance evaluation is possible.The three-output model II and contains the sales satisfaction index, market share and satisfaction are generally weak correlation between low levels and significantly, this may be due to the efficiency of marketing at this time not only in the Enterprise Marketing on the performance, but also between the members involved in the marketing channel performance.Therefore, this study not only realizes the quantitative evaluation of enterprise marketing performance, through the DEA method using also from various angles to figure out the comprehensive evaluation, and the performance evaluation of comprehensive performance from a single Angle than the performance evaluation has better suitability.