Research On Marketing Performance Evaluation Of Office Furniture Enterprise

Since the reform and opening up, thanks to China’s rapid economic development, thenumber of Chinese registration enterprises has more than10million which generated a hugedemand of office furniture products. For this reason, the domestic office furniture enterprises alsogained rapid growth and expansion for nearly two decades. With the influx of international officefurniture giant, as well as the local office furniture companies continue to scale, branding,domestic office furniture market is increasingly competitive. Research on marketing performanceevaluation of office furniture enterprise has a very important significance for fast-growing officefurniture business to develop the right marketing decisions, conduct effective marketing activitiesand thus improve the overall operation of the enterprise.The research based on Balanced Score Card, Management by Objective and Six Elements ofMarketing. Through the analysis of the office furniture industry market situation and officefurniture business marketing performance evaluation, combined with the appropriate principlesand methods, the marketing performance evaluation indexes of office furniture enterprise weredetermined. The indicator system included financial performance, marketing innovationperformance, the performance of market competition, brand management performance andcustomer performance five aspects. Then, determining the index weights using the AnalyticHierarchy Process (AHP), calculating the comprehensive performance using FuzzyComprehensive Evaluation (FCE), the marketing performance evaluation model of officefurniture enterprise was established based on the AHP and FCE. Finally, this paper takes Afurniture company as sample, analyzing its basic situation and calculating its score of veryperformance evaluation index in2013. Targeted specific suggestions for improvement weregiven according to the result.