Research On The Evaluation Of Marketing Performance Of Telecom Carriers

In this article, the author did the research about the evaluation of marketing performance, like the audit of marketing, studied each step of the marketing work of telecom carrier, and carried on the quantities of the indexes at these steps, and then evaluating the marketing performance based on these indexes, at last looked for weak steps of marketing work according to the results of the evaluation, so as to find some ways to improve the marketing efficiency of telecom carrier.Based on the researching results of past people, the author constructed a set of index system to evaluating the marketing performance of telecom carrier, with the characteristics of telecom carrier.The whole index system can be divided into there parts, which are indexes about marketing devotion, indexes about marketing results. The first part indexes include the marketing preparation, the marketing position and the marketing execution, and the other part of indexes include the employee satisfaction, customer satisfaction, brand value, and financial results. In the index system there are 11 indexes at the first stage and 20 indexes at the second stage.About the evaluating methods, the author used the AHP methods from theory of system engineering and methods with experts to carry out the percentage of each index, and then got the detailed value of each index from the opened financial reports and through interviewing experts and internal employee of certain enterprises, at last assures the last value of the marketing performance and the process steps.In this article, the author took the CMCC, CNC and CUCC for example, got the detailed values of these enterprises using the methods above, and then evaluating the marketing performance of the three...