Research On Marketing Performance Evaluation Of Domestic Navigation Manufacturing Enterprises

General aviation refers to the use of civil aircraft engaged in civil aviation activities except public air transport.In recent years,the politic supports from government for the navigation industry is growing,therefore the navigation industry will usher in a new round of rapid development,and its market prospect is very impressive.However,at present,most of China’s navigation manufacturing enterprises’ research and development level is low,which can only provide non-core components for domestic and foreign enterprises which has core technology research to help them reduce costs,so the competition is particularly fierce.Therefore,China’s navigation manufacturing enterprises need to strengthen marketing performance management,seize the development opportunities,and enhance the status of the industry.The navigation manufacturing industry is typically technology-intensive,and product characteristics and product cost are the most important factors that affect the performance of enterprise marketing.Therefore,this paper thinks that the employeesin R&D and manufacturing should be set as one of the marketing performance evaluation indicators.At present,there are few research China that include the employees’ factors into the marketing performance evaluation system.This paper first introduces the Balanced Scorecard,compares it with the marketing performance combination,and determines the marketing performance evaluation index from the aspects of finance,customer and internal process.Then,from the strategic point of view,this paper identifies a series of indicators used to evaluate employee factors by combines BSC and Performance prism model,weighing the status quo and marketing characteristics of navigation manufacturing industry,and finally creates a set ofmarketing performance evaluation indicators for navigation manufacturing enterprises.Finally,we select Shenyang Tianwei Mold Air Components Co.,Ltd.and Tianjin Hongyu Tianxiang Aerospace Science and Technology Co.,Ltd.as the research object to carry on the empirical analysis,objectively evaluate its marketing present situation and the question,put forward the corresponding suggestion,and discusses the common questions of present navigational manufacturing enterprise.