Research On Marketing Performance Evaluation Of Fujian Mobile Company

The service quality of Chinese telecommunication operators will not only have a direct impact on the development of the telecommunication industry,but also affect the development of related industries.After several major adjustments,China's telecommunications industry has formed a monopoly structure dominated by the three giants of mobile,telecommunications,and Unicom.The three major operators have absolute advantages in mobile phone,fixed phone,Internet and other industries.Whether and how Fujian Mobile Company can occupy a competitive advantage in the industry competition will have a direct impact on the development of the company.Marketing performance evaluation is the product of the development of market economy to a certain stage.Its main content is to examine and summarize the marketing work of enterprises,and use scientific evaluation index system and evaluation method to evaluate the performance of each link of enterprise marketing work.Its main purpose is to evaluate the results of each link of marketing work horizontally or vertically.In order to find out the deficiencies of the current situation of enterprise marketing,we can better improve and perfect the marketing work in order to improve the performance of enterprises.Because of the monopolistic characteristics of China's telecommunications industry,the telecommunications industry with the "three operators" as the main body does not pay much attention to active marketing.There are such and such problems in marketing performance evaluation.This paper is based on this,taking Fujian Mobile Company as the research object,using the relevant research theory and analysis methods to carry out a systematic study of the company's marketing performance evaluation.In recent years,Fujian Mobile Company,relying on China Mobile Communications Group Co.,Ltd.,has formulated a sound marketing management system.The company's organizational structure is relatively sound and reasonable,which provides a strong guarantee for the smooth development of the company's marketing activities and basically achieves the goal of marketing performance.However,compared with the requirements of the expected strategic development goals of enterprises,there are still many problems in marketing performance evaluation.In this paper,according to the current situation of marketing performance evaluation of Fujian Mobile Company,BSC and KPI are used to select the marketing performance evaluation indicators suitable for the development needs of Fujian Mobile Company,and AHP is used to determine the weight of four first-level indicators and 14 second-level indicators;FCE is used to evaluate the marketing performance of Fujian Mobile Company.The results show that Fujian Mobile Company must focus on market research,timely handling of customer complaints,optimizing enterprise marketing management process,formulating a sound career planning,focusing on staff training and other aspects of improvement measures,which is the inevitable choice to enhance the performance of marketing activities and enhance the core competitiveness of Fujian Mobile Company.