Supply Chain System, Marketing Performance Measurement Model Study

Today's world is an increasingly globalized world. China has risen rapidly as the big manufacturing sector and in the global supply chain system plays a vital role. At the same time, Chinese enterprises have begun to face competitors around the world and the future is no longer a competition among enterprises, but the competition between supply chains. Therefore, how to effectively evaluate the marketing performance of supply chain will also be a problem being worth exploring.This paper, through discussing the general definition, basic features, the theoretical foundation of supply chain management and assessment systems of marketing performance, expounds the important practical significance of supply chain management and application of Marketing Performance Evaluation Index System of Supply Chain. This thesis focuses on analyzing research framework and determination method of the Evaluation Mode of the Marketing Performance of Supply Chain Systems, analyses the marketing performance of supply chain from service effects, marketing security, marketing effectiveness and efficiency, information sharing, innovation and results, competition results and flexible indexes in order to achieve "balance" requirement. This paper offers a personal view on how to evaluate the performance of supply chain system.This paper includes the following chapters:Chapter I, Introduction. This section describes the problem of performance evaluation of supply chain system; the object, purpose, significance and innovation of this study; the content and the main work of this article, including the technical line, the main line of thought and the main content of the research .Chapter II, the theoretical bases in this study. This chapter elaborated on the concept and research status quo of supply chain systems, including the general definition review of supply chain and Supply Chain Management, a review of supply chain model; Marketing Performance Evaluation research review, including the construction retrospect of Marketing Performance Evaluation Index System and review of Evaluation Methods; the comparative study between Marketing Performance of Supply Chain Systems Evaluation and Enterprise Marketing Performance Evaluation to do some comparative study in similarities and dissimilarities. Chapter III, research framework of evaluation mode of marketing performance of supply chain. On the basis of the elements research of marketing performance evaluation of supply chain, this chapter determines the research framework of evaluation mode, and compares this frame with the classical research frame of Supply Chain Performance Evaluation and Marketing Performance Evaluation, and makes a choice of the study frame in this study.Chapter IV, the construction of Marketing Performance Evaluation Index System of Supply Chain Systems. This chapter describes the principles to construct Marketing Performance Evaluation Index System of Supply Chain Systems and the method of selection of indicators. Through experts consultation method, theoretical analysis and frequency statistical method, this chapter constructs Marketing Performance Evaluation Index System of Supply Chain Systems the from service effects, marketing security, marketing effectiveness and efficiency, information sharing, innovation and results, competition results and flexible indexes.Chapter V, the application of Marketing Performance Evaluation Mode of Supply Chain Systems. This chapter describes the system of supply chain performance evaluation index system of marketing weight settings, including the supply chain system mathematical model of marketing performance, steps of analytical hierarchy process and relevant tests, and on this basis, index system weight of the study is determined; taking into account of the existence of direct indicator, negative indicator and appropriate indicator in the index system, the study makes non-dimensional treatment for the original data; combining cases related to apply Marketing Performance Evaluation Mode of Supply Chain Systems.Chapter VI, Conclusion and Prospect. This chapter summarizes views given in the full text, narrates some deficiencies of the article and points out the next-step research direction and focus.