| Under the background of the economic globalization, firms' international marketing has become a key step during its internationalization. As a result, the importance and necessity of the assessment of international marketing that measures performance of international marketing is becoming more and more remarkable.Firstly, this thesis reviewed and summarized the relevant literature roundly and systemically. And it concluded the internattional marketing, its index system and method of the assessment of marketing performance. Secondly we introduced the, content, primary method and steps of marketing, and brought forward the characteristic of the international marketing. We established an assessment system that including both finance and non-finance index for the international marketing of firms based on principle of the designing of the index system, and built the assessment model as well. Thirdly, we explained both the financial and non-financial index respectively. Then an empirical study and a dummy case were used to illustrate the application of the index system. We scored the international marketing performance of 30 listed manufacturing firms with Factor Analysis, which helps to demonstrate the results using the information published in the annual reports. This empirical study indicated that the result of our research could match the reality, which testified the workability of the method. After that we concluded that Factor Analysis is suitable for financial performance assessment. Finally we took some dummy figures for a Fuzzy Comprehensive Evaluation case, clarified the principium of the model and the steps of its application. Factor Analysis and Fuzzy Comprehensive Evaluation supplement each other, and all the index and both the two methods constitute an integrated assessment system of international marketing performance for manufacturing firm, which provided a viable reference of the assessment of international marketing performance for China's firm. |
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