摘要
本文分析了我国企业营销绩效评价的现状及存在的问题,并通过实证研究和借鉴国际上营销绩效评价指标的构建模型与经验,提出了一套适合国内企业的、与国际接轨的营销绩效评价指标体系,对于国内企业进行营销绩效评价,以及有关机构进行企业评价与监督具有一定的指导意义和应用价值。
The article analyzed the present situation and problems of the marketing performance assessment in China. Based on the empirical study on the model and experience of international advanced metrics for marketing performance assessment, the article tried to establish the appropriate metrics system for marketing performance assessment with international standard. The metrics system established by the article is with far reaching importance on the performance assessment of domestic enterprises and has some institutions in China.
出处
《中国软科学》
CSSCI
北大核心
2006年第1期132-137,共6页
China Soft Science
基金
国家自然科学基金(70141035)
关键词
营销绩效
绩效评价
营销绩效评价指标
marketing performance
performance assessment
metrics of marketing assessment.
