The Performance Evaluation Index System Research Of Telecom Enterprise Marketing Channel Based On The Channel Process

Marketing channel plays a very important role in the extension of telecommunication service. The marketing channel performance evaluation is the important tool to promote marketing channel performance. This paper aims to study the performance evaluation index system of marketing channel for telecom enterprises. The main results are as follows:Firstly, the marketing channel performance evaluation theory and methods of index system were reviewed. After analyzing the status and problems of marketing channel performance evaluation of Telecom enterprise, put forward the marketing channel performance evaluation design idea, which was based on the process of marketing channel and made the balanced scorecard as the basic framework of index system.Secondly, through literature reading and current status researching, summarized the characteristic that telecommunications product/services production and marketing have identity, pointed out the key processes of telecom marketing channels, Including operation right process and information process. Operation right process is the process that telecom company giving the right of telecom product/services to marketing channels. Information process includes information flow between Telecom Company and marketing channel, and information flow between marketing channel and customer. The former is mainly about the transmission of marketing strategy in Telecom Company and the development of user and business volume by marketing channel, the latter is major about the delivery of telecom product/services. Finally, Telecom enterprise marketing channel performance evaluation index system was based on the marketing channel process. The index system was built up from finance, customer, internal process, and learning and growth dimensions. Breaking the traditional financial indexes, the existed financial indexes consist of input and output indexes, which suitable for the telecommunications industry characteristics. The indexes of customer dimension consist of the service quality, convenience and response speed. Internal process dimensions considered two processes relative with customer needs:service and after service. The learning and growth dimension considered channel training form the telecom enterprises and self-learning and growth of marketing channel.