Research On Improving Performance Evaluation Of Yili Group's Marketing Expenses

In the face of increasingly fierce market competition,Chinese domestic dairy industry has gradually entered the era of low profit.However,the marketing expenses are still increasing year by year.Under the background,it is particularly important to improve the performance of marketing expenses.Many enterprise management are eager to track whether the amounts of marketing expenses have achieved the expected results or not,but the traditional data analysis based on internal and post-event data can no longer meet the needs of enterprise management.Performance evaluation,as a management tool to improve organizational efficiency,should also be continuously improved with the development of enterprise strategy.Inner Mongolia Yili Industrial Group Co.,Ltd.(hereinafter referred to as Yili Group)as aleaderindomestic dairy enterprise,the marketing expenses are increasing continuously,but the performance evaluation of marketing expenses is still faced with many difficulties.For example,the simple cost-effectiveness ratio,the dealer's expense rate,single product profitability as the main aspect after event analysis and difficulties in accessing data of predicting decision-making branch.Acorroding toincentive theory,performance evaluation theory,and the characteristics of marketing expenses used in fast moving consumer goods industry,this paper makes a thorough study on the composition of marketing expenses,the organization of performance evaluation of marketing expenses,and the current situation of performance evaluation of marketing expenses in Yili Group.It is found that there are many problems.For example,the insufficient usefulness in the decision-making of performance evaluation of marketing expenses,the absence of a multi-dimensional and structured analysis system integrating industry and finance,the need to optimize marketing financial responsibilities,and the singleness of performance evaluation models and methods.After a thorough analysis of the problems and their causes,this paper puts forward some suggestion for improve the performance evaluation of marketing expenses of Yili Group from the perspective of strategic management accounting.This paper concludes these following aspects,establishing enterprise-level marketing expenses management system(information system construction),strengthening the concept of strategic management accounting(ideological aspect),changing marketing financial functions(organizational aspect),and establishing strategic management accounting platform(mechanism aspect).The purpose of this paper is to build a performance evaluation system of marketing expenses that not only conforms to the characteristics of the industry but also meets the actual business needs of theenterprise,so as to improve the performance of the company's marketing expenses and maintain the company's long-term competitive advantage.