Research On Marketing Performance Measurement Concerning Harbin Pharmaceutical Enterprises

The competition among the pharmaceutical enterprises is becoming more and more intense. The performance appraisal of the pharmaceutical enterprises has become the vital factor that decides the success of the pharmaceutical enterprises. With the view to enable the pharmaceutical enterprises to survive and develop in the intense market competition, pharmaceutical enterprises must overcome the difficulties by improving their behaviors in accordance with the situation of the market.In this thesis, performance measurement theory and means have been researched in view of marketing problems existing among pharmaceutical enterprises. On the basis of a series of more mature performance measurement models at home and abroad, pharmaceutical enterprise performance model has been established by means of the qualitative and quantitative methods. Pharmaceutical enterprise measurement system has been formed also. At the meanwhile, taking the Harbin Pharmaceutical Group Ltd for example, the thesis obtains the results of the Harbin Pharmaceutical Group Ltd measurement and proposes the concrete improvement programs.The thesis provides a powerful tool for pharmaceutical enterprises, which is used to enhance their marketing performance, so as to enhance their marketing level. With this measurement, performance enterprises are able to distinguish advantages from disadvantages, and carry out the essential improvement for the next step. Owing to the research on the marketing performance measurement of pharmaceutical enterprises is still scarce, to some extent the thesis also possesses its important theoretical values on the marketing performance measurement theory and method.