Construction Of Promotional Effect Evaluation System Based On Cousmer Conviction

In the Twenty-first Century,marketing perspectives are widely focused on consumers,and more companies focus on consumer buying needs when conducting promotions.Nowadays,the explosion of promotional information and the homogenization of products are serious,which puts higher requirements on the overall promotion effect of enterprises.In the research of existing enterprise marketing performance evaluation,scholars pay more attention to the result financial indicators related to the enterprise.The sales volume and turnover achieved by the company in the promotion activities are the main contents of the company's evaluation of the overall promotion activities.Because consumers have a series of complex psychological perceptions in the process of participating in the overall promotion activities of enterprises,and convincing perception is a key variable of consumers' purchasing decisions.Therefore enterprises cannot ignore the psychological factors that convincing perceptions and even purchasing decisions that consumers generate in participating in promotional activities.In this context,based on the 4P framework,this paper first sorts out the evaluation of the promotion effect and the relevant literature of enterprise marketing performance evaluation.Based on the preliminary screening of the factors affecting the consumer perception promotion effect,the preliminary construction is based on the preliminary analysis.Consumer convincing promotion evaluation system framework.Secondly,the expert survey method is used to further screen and determine the evaluation indicators.At the same time,the sample survey is conducted through a questionnaire survey,and the evaluation system is analyzed and verified.The promotion effect evaluation system based on consumer convincing is finally determined.The system includes four dimensions: advertising,sales promotion,public relations,and personal promotion.Each dimension contains its own sub-dimensions.Finally,the empirical research in this paper takes the mobile phone industry as an example to conduct a research on the evaluation system of the promotion effect of the mobile phone industry based on consumer conviction.First,the analytic hierarchy process is used to assign weights to the indicators of each dimension of the system according to the characteristics of the mobile phone industry.Secondly,through the random distribution of questionnaires,220 respondents who had purchased HONOR or OPPO mobile phones in the first half of 2018 scored the promotion effect of the two mobile phone brands.At the same time,by using the fuzzy comprehensive analysis method,and the comprehensive scores of the two mobile phone brands are calculated.Finally,the results of the promotion effect function of the two mobile phone brands,the comprehensive score of the consumer convincing promotion effect and the actual sales volume(quantitative index)are compared to verify the promotion effect evaluation system and the promotion effect function based on the consumer convincing.From the weights of various dimensions of the mobile phone industry,the variables affecting consumer perception are,in turn,sales promotion variables,personnel sales variables,advertising effects,and public relations variables.In order to enhance the conviction of consumers in the promotion activities,when making marketing decisions,the mobile phone industry needs to adjust the promotion activities according to the specific conditions to achieve the financial goals of the company.Based on the existing research,this study builds a corporate promotion effect evaluation system based on the perspective of consumer conviction perception,provides a relatively new research horizon,and enriches the research content of the enterprise promotion effect evaluation system.Combined with the empirical research of specific industries,it provides a certain reference value for the evaluation of promotion effects in other industries.