Study On The Construction And Application Of Baotou Lufu Company Marketing Performance Evaluation System

China is the second largest lubricating oil consumer in the world, the rigid market ofautomobile, engineering machinery manufacturing industry transportation, construction andrelated industries pulled by the state to expand domestic demand will play a great drivingrole on the development of lubricating oil industry. However, along with the development ofthe international situation, update of state economic policy, adjustment of petrochemicalindustry and promulgation of environmental protection laws and regulations, there come lotsof complexity and uncertainty for the development of China’s lubricating-oil enterprises. Theincreasing cost of production and sales causes the dilution of lubricating-oil enterprises’profit, which makes lubricating-oil distributors squeeze to survive. In the situation of morecomplex economic environment and more intense competition, the operation conditionlubricating-oil distributors depends not only on product quality or production cost, but alsoon marketing activities. Marketing performance appraisal is an important part of themarketing management, and how to evaluate marketing performance becomes the importantrealistic issue.This paper takes an authorized distributor of Exxon Mobil——Baotou Lufu MaterialsCo., LTD as an example and makes the literature review of marketing performance. Itinosculates the management environment of China’s lubricating-oil market and the operationsituation of Exxon Mobil in Baotou and constructs the marketing performance evaluationsystem for LuFu Company, which includes financial indexes, customer value indexes,competition effect indexes and high-end product indexes. According to the opinions ofexpert group for index’s importance, this paper uses AHP determine the index weight of thismarketing performance evaluation system objectively and reasonably.With the help of Fuzzy Comprehensive Evaluation method, the paper evaluates andanalyzes the marketing performance of Lufu Company. The results show that the marketingperformance of Lufu Company stands at a good level, in which customer value indexes andhigh-end product indexes need to be maintained and then promoted when financial indexesand competition effect indexes have to be improved. Finally, according to Lufu Company’smarketing environment and product features, the paper provides advice for its futuremarketing activities based on the Marketing Strategy of Produce, Price, Place and Promotion.