The Research On The Metrics System Of Brand Corperation Marketing Performance Assessment For XX Automobile Group

Performance is a comprehensive reflection of marketing effectiveness of the enterprise or organization within a period of time. Marketing Performance Assessment is combining with the enterprise management practices, It is an important part not only to business activities, but also an important part to marketing management. Through reviewing and summarizing the work of corporate marketing, and take use of scientific index system and method of work on all aspects of business marketing to examine and evaluate the performance can be found in the lack of marketing work. With the changelings in enterprises external demand and increasing competition, there is growing concern about the corporate marketing performance appraisal. Effective performance appraisal, can help enterprise managers to understand business operations and development trends, help enterprises to establish a sound and effective constraint and incentives, and improve enterprise management level and overall competitiveness.With the economic integration and the international competition, more and more enterprise groups have began to surge out. Accordingly, the scale enlargement increases magnitude and difficulty of management to company. Marketing on the elements performance appraisal is an integral part of company. Examination results can develop strategies and provide the basis for planning and development strategies for group companies, and then guide the effective operation and strategic development of subsidiaries. Therefore, the use of reasonable performance evaluation group of the subsidiaries assessment system is necessary. Marketing performance management is one of measures for development of competitive advantage and getting the core competitiveness of the strategic. In order to make effective business marketing strategies to be implemented, the establishment of scientific marketing performance appraisal system is facing an important issue. With the size and number expanding of enterprise groups, how to control and encourage the molecule through performance appraisal has become a key in the enterprise group current management of the work. In the study how to Construction the index system has been the focus of performance appraisal.Due to the group company marketing performance appraisal is different from the examination monomer enterprises. Therefore, it is necessary to construct a set of new marketing performance evaluation indicator system to effectively control of enterprise group, promote subsidiary of healthy development. How to make the business objectives consistent with the subsidiary company strategic objectives are the first problem to solve for enterprise group, which requires establishing a reasonable marketing performance evaluation index system and performance assessment system. in the Designing of a subsidiary performance appraisal.In the management of group, the marketing performance assessment of subsidiary is growing more and more important, and increasingly being valued by theory and practice industry. In order to survive and development in the fierce market competition, strengthening the brand marketing performance appraisal system has great practical significance and far-reaching implications to XX Automobile Group for the improvement of the management level and economic benefits.First, this article summarized and reviewed to the related theory systematically, summarized On Marketing Performance and Marketing performance assessment index system, and then introduced the content of the Enterprise Group marketing performance assessment, summarized the characteristics of the Enterprise Group marketing performance assessment. According to the above theory and corporate marketing performance evaluation index system design principles, established a set of performance indicators including financial and non-financial performance indicators of brand marketing performance evaluation index system for FAW Group. Respectively, illustrate and explain the financial performance indicators and non-financial performance indicators. AHP and the comprehensive evaluation method to determine the weight and the rate index calculation, the comprehensive score, and score the results of application.The paper is divided into five chapters. The first chapter is an introduction, introduced the background and significance of this article and research information and ideas. The second chapter mainly introduces the performance appraisal of the marketing theory, including the content, principles and methods of sales performance assessment and the feedback of the result. Enterprise groups described the determination of marketing performance assessment index system from the indicators, indicators weight, assessment criteria and scoring. The third chapter describes the necessity and significance of XX Automotive Group Brand marketing performance evaluation index system. First introduced the XX Automotive Group and the summary of the major brands and their marketing status analysis, and then proposed the necessity and significance of designing brand marketing performance evaluation index system. Chapter Four describes the XX Automotive Group brand marketing performance evaluation index system. The paper explains the guiding ideology of index system, and then builds specific indicators, used AHP to determine weights on the index examination score, and the implementation of marketing performance assessment. The final chapter is a section of this paper and summarizes the innovation and deficiencies.The thesis targets a large business enterprise group of the vapor group. In going deep in to understand one foundation of the vapor group marketing work fulfillment, pass to tailor a marketing performance evaluation index system for the FAW Group, attain the purpose that assess marketing performance of brands。It also can promote the progress of the work of the FAW Group marketing。How in the group layer, work to take into the councilor to the marketing of each brand company, how push the progress of the marketing work of each brand company, is the problem that the vapor group marketing section extremely pays attention to. Way of thinking and methods provide in the thesis, can is actual to one vapor group to provide to draw lessons from in the work.