Study On Marketing Performance Evaluation Improving Of China Telecommunication Carriers Based On Regional Differencies

With restructuring of China's telecommunication carriers and issuance of 3G mobile licenses, the competition of telecommunications industry becomes increasingly fierce and competitive. At the same time, the continuous development of new technologies and integration of different industries gave birth to more new business applications. These makes the telecommunications carriers' marketing activities become increasingly complex and diverse. Taking reasonable allocation of inputs and marketing resources turns out to be more difficult. In a highly competitive market environment, marketing has been proved to be the most important business activities, which helps to enhance enterprise comprehensive ability and maintain its current market share. So it is a crucial issue that how to improve the performance of marketing and enhance enterprise competitiveness. Marketing performance evaluation is one of the most important aspects of refinement marketing, through which the telecommunications companies could find their own shortcomings, decrease waste of resources, enhance the capacity of business operating ability, optimize marketing resources, and improve the competitive strength in great significance.Major content of this paper is as following: First, the paper introduces the domestic and international marketing performance evaluation theory and development trends. Make a summary of China's telecom carriers' performance evaluation and identify existing problems. Then, on the basis of literature researching, sum up the concept of marketing and marketing performance evaluation with the relevant material researching, as well as research of regional impact on marketing. In chapter three, we focus on telecommunications industry. Considering the different regional impact on marketing efficiency, this article proposes to introduction of regional impact into marketing performance evaluation model. Based on DEA methods, improve marketing performance evaluation model with regional impact index that eliminate the differences among different region. On the basis of Activity-Based Costing and KPI evaluation system of operators, work out the evaluation index system. In the next step, combined with telecommunication carriers' actual conditions, apply the improved marketing performance evaluation model to carry out marketing performance evaluation of 9 branch company of one province carrier, make results analysis and recommendations for improvement. Finally, summarize this article and look into marketing performance evaluation methods improving in the future.