A Research On The Measurement System Of Corporate Marketing Performance Based On The Balanced Scorecard

Today, the market has huge change from the competition pattern perhaps the consumer behavior, in the modern enterprise, the marketing activity already was not merely to sells the commodity,competes the market,or chase profit such sole and the superficiality, the modern enterprise marketing stresses in experiences an omni-directional strategic process. The marketing gets the profit, the profit also is an enterprise survival and the development fountainhead, the attractive financial numeral no doubt pays attention for high-level managers, but was only representing the enterprise in the past the achievement financial report form even if again attractive, because it lacked forecasting being congenitally deficient, also could not promulgate the enterprise marketing achievement improvement the essential agent, will not be able to continue to impel the enterprise future the development. Therefore, managers start to pay attention to the non-financial norm achievements management, and will expect in order to the impetus enterprise future financial achievements. Based on this, the method of using the balance Scorecard in the marketing combination strategy then arises at the historic moment along with it. Not only establishes a set satisfies now the business management practical needs the measurement System of corporate marketing performance based on the balanced Scorecard, also is the theorists widespread matter of concern. This article takes the breakthrough point by this, conducts the thorough analysis research to this question, in profits from predecessor's investigation result and in the domestic and foreign correlation research results foundation, established a set based on the balanced Scorecard, had the universal significance, the concise practical marketing achievements appraisal system. Finally, through to the illustrative case analysis research, pointed out the enterprise effective implementation balanced Scorecard in the prerequisite, the implementation easy to appear according to the above the question, and proposes to the enterprise success application balanced Scorecard policy-type suggestion. The expectation through this article correlation elaboration, can provide some for the enterprise marketing performance measurement research to have the model significance reference.