Research On The Evaluation Index System Of The Scenic Area Enterprise Marketing Performance

With the rapid development of China’s tourism in recent years, local governments are increasingly attach importance to the development of tourism attractions, a variety of investment and financing incentives policies frequently introduce. In such a good development environment, scenic area enterprises have increased every year, and competition between them has increased too. In recent years, the number of scenic area enterprises in China has increased every year, as of the end of 2014, China had186 5A scenic spots, 2264 4A scenic spots, them respectively compared with 2013, an increase of 6.29%, 4.62%. Between the various scenic area enterprises are also faced with how to improve enterprise competition force, how to improve marketing performance and other practical problems. Currently, the academic study of scenic area enterprise marketing performance evaluation is also less,then research space in this area is still large. Therefore, for scenic area enterprise marketing performance evaluation studies with a certain theoretical and practical significance.The paper is based on the research of predecessors, refers to the relevant theory,and combining with the current situation and characteristics of scenic area enterprise and scenic area enterprise marketing performance assessment, the preliminary index of this paper is put forward from the point of view of marketing investment and output. Next by consulting with experts on indicators were selected, and the weighted average method is used to modify the evaluation index system, and finally built the scenic area enterprise marketing performance evaluation index system includes five criteria layer. After the construction of the scenic area enterprise marketing performance evaluation index system, using the questionnaire survey and the entropy weight method, using Excel software to determine the weight of each index. Finally,the method of single index and comprehensive evaluation is set up, which takes into account the non comparability of quantitative data and qualitative data, this paper carried out the relevant data dimensionless process.Empirical research to the Qingming River Park and Yuntai example, through fieldinvestigation and questionnaire collected data, combined with the evaluation index system and method previously determined, then this paper conducts marketing performance evaluation to the two scenic area enterprises respectively.After evaluation, this paper found the two companies in all aspects of the problems.Finally,in view of these problems and the marketing performance evaluation index system proposed in this paper, this paper puts forward some suggestions to improve the marketing performance from six aspects.Finally, the paper points out the research conclusion and the deficiency of the research, and puts forward the prospect of the future research of the marketing performance evaluation.