绩效评价如何适应全球营销

How to Adapt Marketing Performance Measurement to Global Marketing

从国内市场走向国际市场的企业面临着一系列新的挑战,其中最为重要的是营销组织与管理的“适应”问题。面对错综复杂的国际营销环境,如何使企业现有的营销管理理念与方式适应全球营销的需要,是涉足全球营销企业成功的关键所在。因而提出了绩效评价如何适应全球营销环境的问题。本文首先阐述了全球营销对绩效评价提出的要求,进而深入探讨如何实现绩效评价适应企业从事全球营销的若干途径。

Enterprises, entering international market, are facing a series of new challenges, of which the most important one is the adaptation between marketing organization and management. Facing the intricate international marketing environment, how to adapt marketing management ideas and methods existing now to the needs of global marketing is the key for enterprises entering international market successfully. This paper discusses the problem of how to adapt marketing performance measurement to global marketing environment. Firstly it explains the request that global marketing offers to performance measurement, and then takes a further analysis of several ways of how to realize an adaptation of the performance measurement to enterprises in global marketing.