基于行为过程的城市加油站营销绩效评价研究

CITY GAS STATION MARKETING PERFORMANCE EVALUATION BASED ON THE BEHAVIOR

在市场竞争模式下,城市加油站的绩效由销售行为创造,而销售行为的产生由消费者认知、消费者行为、竞争环境、营销创新等要素构成,营销绩效是由销售行为要素共同作用的结果。基于这一认识,以导致销售行为产生的消费者认识、购买行为、市场结构、创新等构成要素为总体指标,并根据主体指标的内含体系对主体指标进行分解,构建了影响城市加油站营销绩效的评价指标体系,根据指标体系的层次性特征,采用层次分析方法,选用具体的加油站,对所构建的指标体系进行了检验。研究结果表明,消费者满意度、忠诚度和认可的服务质量对加油站的营销绩效有重要影响。

In the competitive market model,the performance of city gas station is created by the acts of sales,while the sales are generated by the behavior of consumer awareness,consumer behavior,the competitive environment,marketing innovation and other elements of composition,performed by the sales marketing common elements of the result.Based on this understanding,such factors as sales of consumer awareness,buying behavior,market structure,innovation constitute the overall index,and according to intron system,the main indicators of the indicators are decomposed,the city gas stations Marketing Performance Evaluation System is constructed,in accordance with the index system level nature,by using hierarchical analysis methods and selection of specific stations,the construction of the index system is tested.The results show that consumer satisfaction,loyalty and recognition of the quality of service performance of gas stations have an important impact on marketing.