Research On Performance Evaluation Of LM Company Network Marketing Base On Balanced Scorecard

With the rapid development of the Internet,network marketing has become the main marketing method for enterprises.The network marketing technology and tools are becoming more and more complicated.It is not a simple matter for traditional enterprises to apply online marketing.At present,enterprise network marketing has become an inevitable choice for enterprise strategic transformation.For the problem of enterprise network marketing performance evaluation,the traditional performance evaluation method of “basic salary + sales commission” with financial as the main indicator is completely unsuitable.The Balanced Scorecard is a performance evaluation tool based on strategic management.It not only pays attention to financial indicators,but also considers the performance evaluation of enterprise customers,internal processes and learning and growth.It is a suitable method for traditional enterprise network marketing performance evaluation.This paper takes LM company network marketing team as the research object,and takes the balanced scorecard and AHP analytic hierarchy as the theoretical basis.Firstly,it analyzes the status quo and the causes of LM company's network marketing performance evaluation.Secondly,combined with the characteristics of LM company network marketing,the LM company network marketing performance evaluation system based on balanced scorecard is constructed.Through the construction of the performance evaluation system,the strategic objectives of LM's network marketing are clarified,and the strategic objectives are decomposed into layers,converted into measurable indicators and the weights and target values are determined.Finally,the LM company's network marketing performance improvement strategy was proposed in a targeted manner,and a complete performance evaluation plan was formed.Through the research of this paper,it is used to solve the problems of low level of network marketing management and non-standard performance evaluation of LM Company.It provides a set of performance evaluation system for LM company network marketing team,and also provides theoretical basis for other peers and system.