煤炭企业营销工作绩效指数构建的研究
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摘要
在煤炭资源整合以及煤炭销售市场化的大背景下,大型国有煤炭集团基本都采取了集中销售的战略规划,这就需要煤炭企业认真研究煤炭市场特点,对煤炭营销工作实行精细化管理,进而提高企业的市场竞争能力。本文在理论研究与广泛调研的基础上,分析了煤炭市场的现状及其存在的问题,运用结构方程建模探讨了煤炭企业营销绩效的影响因素,确立了煤炭企业营销工作绩效指数,即产销密切度指数、品质依赖度指数、市场影响度指数和合作满意度指数,通过结构方程模型验证了煤炭企业营销工作绩效指数的科学性和合理性,能够客观地反映和评价煤炭营销工作的质量和效果,衡量产(供给)、运、需(客户、市场)关系的密切程度,能够体现营销管理导向性,使各个部门的工作更加协调,实现营销过程科学化、精细化,提升销售团队整体绩效水平。
Sales in the integration of coal resources and coal under the background of marketization, large state-owned coal group is generally adopted a concentrated marketing strategy planning, which requires careful study coal enterprises coal market characteristic, implements the elaborating management for the coal marketing work, enhance the enterprise market competition ability. This paper analyzes the present situation of coal market and the problems, and based on the theory of marketing engineering construction and puts forward the four dimensions of coal marketing performance evaluation index system, namely the production and marketing closely depending degree index, quality index, the index of market effect and the cooperation satisfaction index, through structural equation model were first on the index system modeling, modeling, and then to the overall index system and analysis of the validity and reliability of model, verify the four-dimensional coal marketing performance evaluation index system is reasonable. The system can objectively reflect and evaluate the quality and effect of the coal marketing work, measure (supply), transport, production need to (customer, market) degree of close relationship, can reflect the marketing management guidance, make more coordinated various departments work, realize scientific marketing process and intensification, improve sales team performance.
Sales in the integration of coal resources and coal under the background of marketization, large state-owned coal group is generally adopted a concentrated marketing strategy planning, which requires careful study coal enterprises coal market characteristic, implements the elaborating management for the coal marketing work, enhance the enterprise market competition ability. This paper analyzes the present situation of coal market and the problems, and based on the theory of marketing engineering construction and puts forward the four dimensions of coal marketing performance evaluation index system, namely the production and marketing closely depending degree index, quality index, the index of market effect and the cooperation satisfaction index, through structural equation model were first on the index system modeling, modeling, and then to the overall index system and analysis of the validity and reliability of model, verify the four-dimensional coal marketing performance evaluation index system is reasonable. The system can objectively reflect and evaluate the quality and effect of the coal marketing work, measure (supply), transport, production need to (customer, market) degree of close relationship, can reflect the marketing management guidance, make more coordinated various departments work, realize scientific marketing process and intensification, improve sales team performance.
引文
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