摘要
不同的绩效评价工具及管理模式对营销人员的营销行为及业绩会产生不同的导向作用。“二价五率”营销绩效评价系统针对小型企业在绩效管理方面一味追求企业盈利目标而忽视客户满意度目标的缺陷,突出强化了企业与客户间的双赢目标。对“二价五率”绩效评价系统的有效性——效度、信度和适用性进行分析,目的在于为小型企业建立一种客户导向的现代营销绩效管理模式。
Different performance appraisal & management models may play different roles for the behavior of marketing personnel and their performance. Aiming at the defects-blindly pursue corporate enterprise profit goals and neglect customer satisfaction objects, which exist in the marketing management of small enterprises, the paper lays stress on and enhance the 'win-win' objectives between corporate and their customers. By analyzing the validity (effectiveness, creditability and suitability) of 'Two Prices & Five Ratios' of MPAS, it is intended to establish a model of customer-orientation modern marketing performance management.
出处
《商业研究》
北大核心
2004年第16期15-19,共5页
Commercial Research
关键词
营销人员
绩效评价
管理模式
盈利目标
客户满意度
企业
marketing personnel
'Two Prices & Five Ratios' of MPAS
performance management
validity
