Research On The Evaluation Of Marketing Executive Power In Power Supply Companies

In today’s business competition, execution has become an important factor to thecompetitiveness of enterprises, and it can affect the success and failure of themanagement and operation of an enterprise greatly. Related surveys in recent yearsshow that a majority of enterprises are facing serious low execution problems, whichaffect the overall economic benefits of the enterprises. Therefore, a reasonable andaccurate evaluation of marketing execution is very necessary for power supplycompanies.In allusion to how to measure electric power supply companies’ marketingexecution, and how to improve their marketing quality and efficiency, and thenincrease the whole enterprise’s execution and comprehensive competitiveness, thispaper put forward the concept of the electric power marketing execution, that is thepower supply companies’ abilities of using marketing strategy as a guidance, andintegrating its resources, improve the quality of the marketing personnel, setting upreasonable organizational structure system, perfect management system, improve themarketing operation process and strengthening the construction of execution culture,decompose the marketing strategy step by step into marketing plan, marketingobjectives and marketing operations, thus achieve completely and accurately executemarketing strategy decision-making at all levels.. By using the analytic hierarchyprocess (AHP), a power supply companies’ marketing execution index system is built.The index system including primary quantitative indicators: financial target executioneffect, operational target execution effect, customer satisfaction and and primaryqualitative indicators: personnel quality, organization structure, management system,operational process and enterprise culture. There are34secondary indexes under theprimary indexes. Rank Correlation Analysis and fuzzy comprehensive evaluationmethod are used in this evaluation system to evaluate of power supply companies’marketing execution. In the end, the evaluation model is applied to the evaluation ofYantai Electric Power Supply Company’s marketing execution, and a good effect ofevaluation has been obtained. The research achievements of this paper will providesscientific theoretical basis and practical reference for the managers of power supplyenterprises to make their decisions on improving marketing execution.