| With the economic globalization and the arrival of the information age, enterprises face fiercer and fiercer internal and external market competition. Under the condition of the buyer's market, marketing becomes enterprise's most important business activities, and the evaluation of marketing performance seems to be more and more important day by day.At first, this paper reviews and summarizes the relevant literature roundly and systemically. The concept of marketing performance evaluation is analyzed and defined. Secondly, this paper considers that the marketing evaluation includes the evaluation of both marketing efficiency and marketing effectiveness according to its conception. According to the relevant theory and investigation, and using the certification of marketing performance evaluation internal and Balanced Score Card for reference, this paper establishes an evaluation index system that including indexes of four respects: the financial affairs, study and grow, market and internal procedure. And then, all indexes are explained respectively. Thirdly, this paper sets up the marketing performance evaluation models based on AHP and partiality preface DEA. At last, Appling the marketing performance evaluation index system and marketing performance evaluation models above, this paper evaluates marketing activity of HuaHe furniture Co.Ltd, and offers some suggestions of how to improving its marketing performance according to the results of evaluation. |
