A Research On A System Of Assessment Indexes Of The Marketing Performance Based On The Relationship Marketing

Today, under the condition of the continuous development and improvement of the market economy, giving marketing performance a scientific and comprehensive assessment is not only to meet the needs of enterprise management, but also an important theoretical and practical issue which is of widespread concern. At present, many enterprises in our country use a system of assessment indexes of the marketing performance without reasonable consideration for the requirements of relationship orientation. So it cann't achieve the purpose of comprehensively assess marketing performance. Based on the above condition, this thesis makes a deep research on the assessment of the marketing performance based on the relationship marketing. Its purpose is to set up a system of assessment indexes of the marketing performance based on the relationship marketing to give marketing performance a comprehensive assessment and bring forward related proposals to its application and extension.After entering into the WTO, enterprises in our country will face major changes in the marketing environment. Firstly, to make the assessment of marketing performance convenient to communicate with international enterprises'assessment of marketing performance, thereby founding an international competition advantage, this thesis sets up an initial system of assessment indexes of the marketing performance by using overseas related research method and harvest. Secondly,confirming the theoretical basis of initial assessment indexes based on the relationship marketing by discussing domestic and overseas theoretical research of the relationship marketing which is relate to the assessment of the marketing performance,and combining it with the sum-up of the related research harvest of the assessment indexes of the marketing performance based on the relationship marketing, thereby confirming the initial assessment indexes of the marketing performance based on the relationship marketing; Confirming the basic principles of choosing assessment indexes by using overseas methods of choosing assessment indexes and related research harvest , combining their advantages with the characters of marketing performance, according to control theory at the same time, thereby confirming the assessment indexes of marketing performance based on the relationship marketing. At last, compounding the initial system of assessment indexes of the marketing performance and the assessment indexes of marketing performance based on the relationship marketing effectively, thereby setting up a system of assessment indexes of the marketing performance based on the relationship marketing and realizing assessing the marketing performance comprehensively.Furthermore,to make the system of assessment indexes of the marketing performance based on the relationship marketing can be reasonably applied and extended, this thesis analyses the characteristics of this system of assessment indexes comprehensively and bring forward related proposals based on institutional theory, agency theory and relationship marketing theory. Though this system of assessment indexes makes assessing marketing performance more convenient, the course of its foundation determines its using method. It is applied mostly in setting up a system of assessment indexes of the marketing performance according to the characteristics of the enterprise, not only assessing marketing performance directly. To promote enterprises'scientific and comprehensive assessment of marketing performance, enterprises and other circles of society should pay more attention to the assessment of marketing performance and apply the assessment indexes of the marketing performance widely to make it be extended.Through the research in this thesis, we can draw a conclusion as follows:1. The assessment indexes which can be used as the assessment indexes of the marketing performance based on the relationship marketing may include the indexes of the rate of reservation of customers, the share of customers and customer lifetime value;2. A system of assessment indexes of the marketing performance based on the relationship marketing which can considerate the requirements of relationship orientation reasonably is showed as table 7.The system of assessment indexes in this thesis has made a comprehensive assessment for enterprises'marketing performance, thereby it can assess marketing performance fairly and reflect enterprises'marketing performance synthetically, including financial and nonfinancial performance, visible and invisible performance, long-term and short-term effectiveness, economic and social value,thereby it can meet the needs of enterprise management perfectly.This system of assessment indexes has some primary advantages as follows:1. Assessing the marketing performance from the perspective of relationship marketing has overcome the traditional ex parte assessment of the marketing performance. Firstly, the traditional assessment of the marketing performance attaches importance only to the internal evaluation so that it cannot reflect the system competitiveness of enterprises. Secondly, the traditional financial assessment cannot make a judgment on the current development and future trends. Lastly, the traditional assessment of marketing performance attaches importance only to the economic evaluation. In a word, assessing the marketing performance from the perspective of relationship marketing can make a scientific and comprehensive assessment on the marketing performance.2. By using overseas assessment methods and harvest, this system of assessment indexes of marketing performance has stronger comparability, including the comparisons between competitors and financial effectiveness. Furthermore, it is convenient for making a comparative study between overseas and domestic marketing performance assessment.3. Choosing the assessment indexes by the seven principles makes every assessment index be practical and easy to operate.4. Assessing the marketing performance from the perspective of marketing innovation has overcome the shortcomings of the traditional assessment of marketing performance in which financial performance is overly concerned. This system of assessment indexes emphasizes assessing the marketing innovation from the perspective of financial results and marketing behavior, which can help to quantify the effect of marketing innovation, thereby it can encourage sales staff to attach more importance to marketing innovation and its development.Furthermore, limited by the study of time, resources and the author's research level, this thesis hasn't made a further quantitative study on this system of assessment indexes. In addition, its references exist the limitations of industries and samples. It needs to be further improved. Future researchers will be able to use scientific sampling methods to make an empirical study to test the correctness and universality of the conclusions in this thesis.In conclusion, the system of assessment indexes of the marketing performance based on the relationship marketing which is set up in this thesis will promote the effective implementation of relationship marketing and the scientific and comprehensive assessment of marketing performance for company in our county. It has extensive values of both utility and promotion, thereby it helps to guide enterprises'scientific marketing practice. Moreover, it has enabled itself to be an important way of improving the marketing level of domestic enterprises and enhancing the competitiveness and cooperation abilities in the domestic and international market. Furthermore, this study also contributes to a more in-depth basic research on a system of assessment indexes of the marketing performance from this new perspective of relationship marketing.