Study Of Construction And Application Of The Marketing Performance Evaluation System For Xin Ao Enterprises Within Jiangshu

As for a private listed gas enterprise, the centered management at present can not adapt to the fast development owing to the expansionary operated region and more member enterprises. Hence, the only settlement to deal with this problem is to strengthen the management function of the region-coordinating center. However, within the region the evaluation system for marketing performance has not been designed, the evaluation system established cover some basic indices only, and the checking indices and discussing indices of which are very few or exist only in the form. In addition, determining the weight is objective. Therefore, it is hard to quantify the enterprise' marketing performance. So, it is significant for a representative for the controller of shares to probe into the marketing performance of the enterprise within the region, set up the scientific standardized marketing performance evaluation system for enterprises with a view to strengthening the management function of the region-coordinating center and protecting the interests of investors and shareholders.To begin with, the essay reviews the theories and approaches of performance evaluation, including clarifying the definitions of performance evaluation and its system, focusing on analyzing and appraising the approached called "Balance-scoring card". Next, it makes the analysis of the current situation and characteristic in marketing performance evaluation for China, the current situation and existing problems by means of considering the actual condition of enterprises within the region, selects 22 financial or non-financial indices from financing, market, marketing process, and learning and growth, considering the advantages and disadvantages of the balance scoring card and the enterprise's marketing strategy, determines the weight for per index by the Thomas L Saaty 's approach. The above the system is employed to make an empirical study of the Chang zhou Xin Ao enterprises to be located within Jiangshu.The finding is in line with the actual situation. At last, the advice on how to improve the company's marketing performance is given on the basis of the result from evaluation, the conclusion is generated, and issues needed to be further researched areoffered.