Regional Car Marketing Team Performance Evaluation Research

With the continuous expansion of China's car market, the competitive situation is changing. In China, there are different levels of economic development, consumption habits and folk culture in different regions. But how to know the situation of regional development and then breaking the bottleneck of regional market expansion is the most important thing that should be seriously considered by the regional marketing managers of automotive enterprises. The regional marketing team,as the main body to promote and implement of car sales in regions, are bearing an important responsibility. For different regional market's external environment and different measures, the results of regional market are diverse. How to reasonably and objectively evaluate the performance of regional marketing team and give a targeted improvement is the problem each brand car marketing manager will face to, which is also the key problem this paper focuses on.Previous studies mostly conducted researches on car regional marketing team's performance evaluation and common marketing channel team's performance evaluation together; however, they often focused only on the latter. Generally speaking, the targeted systematic studies on car regional marketing team are few, internal studies on this subject are especially less; as a result, the literature available for reference is rare. This paper is based on the actual practices of car regional marketing team'performance evaluation, combines performance evaluation improvements, ultimately achieves the purpose of improving the performance of the car regional marketing.In the part of introduction, this study takes a brief summary of the characteristics and development process of regional marketing and 4s Car shops, summarizes the classical models or theories of performance evaluation such as Balanced Scorecard Method, fuzzy comprehensive evaluation and Data Envelopment analysis(DEA), then makes a framework and the process of empirical analysis of this research.In this paper, based on the classical Balanced Scorecard Method and previous studies, performance indicators of car regional marketing team are initially identified from 4 areas which are finance, customer, internal processes and innovation learning. And finally a set of indicator system was established, including 4 first class indicators,14 second class indicators, after being discussed and evaluated by most of experts.This paper uses fuzzy comprehensive evaluation method to evaluation the sale performance of car regional marketing team. In the indicator system, some indexes can be measured just like financial indicators, but some are not quantifiable including the ones of customer and internal processes and innovation learning. Because of the advantage to transforming qualitative problem to quantitative ones, fuzzy comprehensive evaluation method was used in this research. Evaluation factor set, in which 14 detailed factors were included, was established through the result of the discussing among 30 professionals. Fuzzy comprehensive evaluation model was built after the weight and reviews are identified. Then in this paper I used fuzzy comprehensive evaluation method to take an evaluation of the performance of north China marketing team of dongfeng Peugeot citroen automobile company.In this paper, the performance evaluation of 4s car shops is considered meaningful as well. Through the in-depth analysis of performance management of China's auto dealers, we can provide more practical proposal to auto companies, which are faced with an increasingly strong competition in the marketing network, to make a more targeted performance management. First, a set of indicator system was established, including 4 first class indicator,14 second class indicators, using the balanced scorecard. Through the interviews of car dealer managers and data envelopment analysis, as a result,8 benchmarking dealers of 20 have been established.In the last part of this research, the current situation of north China marketing team of dongfeng Peugeot citroen automobile company was analyzed. We summarized the current development level and problems of this area, and based on the result of performance evaluation we extracted an improved strategy from the finance, customer, internal processes and innovation learning.