Research On The Marketing Performance Evaluation Model In Power Supply Enterprise Under The Group Marketing Strategy

Marketing management is the core business of power supply enterprises,after State Grid Corporation put forward “Three Intensive and Five System”,building“Mega Marketing” system had been the important breach of power supply enterprises in the promotion of core competitiveness.As the same time,facing the environment of a new round of electricity reform,electric power market will arise a large number of electric companies,and it will form a strong competition for power supply enterprises.In the face of these market and policy changes,the traditional marketing model of the power supply company has exposed many disadvantages,so urgently need power supply enterprises to reform the traditional marketing model,improve their service level and realize the common growth of customer satisfaction and value creation from multiple angles.The paper establishes evaluation index system from the perspective of marketing performance evaluation,promoting power supply enterprises to improve marketing management capabilities,finally realizing the promotion of marketing profit.Based on power supply enterprise marketing basic theory,firstly,the article researches traditional power supply enterprise marketing model,then according to the“Mega Marketing” model,building power supply enterprise marketing performance evaluation model based on the balanced scorecard theory,and using the analytic hierarchy process and TOPSIS realize the comprehensive evaluation of marketing performance,to improve the level of power supply enterprises marketing services,in the context of the electricity market reform,continuing to adapt to the new situation and expanding market share.The thesis research result mainly is supply power enterprise marketing performance evaluation index system,specific from the six aspects were discussed.The first part is about the study background and significance,and discusses research status of domestic and international marketing theory and marketing performance evaluation.The second part analyzes supply power enterprise traditional marketing mode and need marketing management optimization measures to change the mode in the “Mega Marketing” mode.The third part states the balanced scorecard theory,and the key factors of affecting the marketing performance.The fourth and fifth parts use the analytic hierarchy process and TOPSIS assessment method,focus on buildingsupply power enterprise marketing performance evaluation index system in the “Mega Marketing” mode.The sixth part is the conclusion of the paper and elaborates the shortcomings of the article and suggestions for improvement.