Research On Marketing Performance Evaluation Of Automobile Based On Supply Chain

With the economic integration, globalization of production elements, the risingof new technological revolution, the influence of policy factors, environment factorsand energy issues factors, the automobile market in our country is changing gradually.Year-on-year increment of sales of domestic automobiles has slowed down, whilesales increment of foreign auto manufacturers has increased. Facing the fierce marketcompetition, Chinese automobile enterprises must speed up and improve theirmarketing competitiveness. While single an enterprise can not have all the resourcesin the competitive market in the short term, Chinese enterprises related to automobilegradually become aware of the importance of coordinated operation in thecompetitive market. While focusing on developing their own core competencies,automobile enterprises integrate the resources in and out of their own enterprise.Automobile enterprises face fierce market competition with the method of cluster andthe competition among enterprises is converted to the competition between the supplychains. The explore of supply chain management model influences enterprisesmanagement innovation, changes the traditional marketing concept and turns focusingon business volume growth in the past to focusing on quality management.In this situation, the marketing objectives of the automobile enterprises arechanged from a single objective to multi-objective, which includes not only financialindicators, market indicators, but also partners in the supply chain and so on, Alongwith the change of marketing objectives of automobile enterprises, marketingperformance evaluation system based solely on financial indicators as the core can nolonger meet the business needs of modern enterprise. This paper presents a marketingperformance evaluation system of automobile based on supply chain according to thecurrent needs of the automobile enterprises.This paper introduces the automotive supply chain into marketing performanceevaluation, analyzes the influence of the automotive supply chain to marketing, and conducts a research on marketing performance evaluation of the automobile coreenterprises. This paper analyzes the performance of marketing from all the aspects ofmarketing, establishes a marketing performance evaluation model based on themarketing performance of the supply chain, and conducts a detailed study withspecific quantitative methods.By collecting and reading relevant literatures, I establish the topic backgroundand research significance and clear thinking and research methods. By researchingmarketing mode of the automobile enterprises, supply chains and the influence ofautomotive supply chain to marketing, this paper builds a marketing framework basedon the automotive supply chain. Under the theoretical framework, based on animproved BSC model, this paper designs performance evaluation indicators. Andaccording to the characteristics of different indicators, analyzes with quantitativemethods. This paper conducts performance evaluation calculation by using theAnalytic Hierarchy, multi-level gray-scale analysis, and then forms a completemarketing performance evaluation.This paper uses evaluation model into the automobile Enterprise X, usesenterprise data from surveys to the performance evaluation model, and analyzesnearly three years marketing performance of Enterprise X.