The Research For Marketing Performance Evaluation System Of A City Gas Development Co.,Ltd

The main profit of Gas Company comes from gas supply and gas installment fees. As the momentum of development of city gas market has been increased by the government, the original profit obtaining way of Gas Company has been challenged. A scientific and reasonable testing for company's marketing performance level is the key method which can get company developing status and check the working achievements of the marketing staff. At present, the evaluation theory of marketing performance and its instruments often applied in Chinese companies are balanced scoreboard, key performance index, goal management,360 degree testing method and critical incident method and so on, and the testing target of the relative marketing performance evaluation system and standard which are set up on the aforesaid theories are company's basic level marketing staff and some leaders of marketing department. However, the core purpose of this testing is just to supply evidence for staff's working awards and punishment, but not to take the marketing performance testing as the long-term development strategy and effective method to promote the company's entire marketing performance level, so building up a whole set of scientific, reasonable and objective marketing performance system is the important precondition for the companies to know their own marketing performance status and realize the vision of the company's development.The research in this thesis adopts balanced scoreboard theory and key marketing performance theory to create a marketing performance system to satisfy company A's self development and market environment, making up the traditional testing system which only takes the marketing staff as the testing target and lacks entire strategy. The researched marketing performance evaluation system has strong scientificity and objectivity and the testing result will give a good guidance to company's future development strategy and specific planning setup which makes the company's decision more reasonable. In addition, as the enterprise develops constantly and the objective marketing environment changes frequently, marketing performance evaluation methods have to adjust marketing performance strategy, transform marketing performance method, create marketing performance skill, and coordinate in the company's interior according to the changing market and the company's self development to promote the marketing staff working positivity and customer satisfaction to achieve the stable development of the company.