摘要
客户开发是营销人员核心业务之一,对营销人员客户开发竞争力进行合理评价有助于促进企业的营销管理。本文从客户开发的业务流程和基本特征出发,将营销人员的客户开发纳入投入、产出、转化分析框架,对营销人员客户开发流程上各关键业务点构建分项竞争力指数,进而按照指标间的层次关系构建综合竞争力指数,最后构建营销人员集体表现出来的部门竞争力指数,并对百度北京分公司进行实证分析,导出该评价体系的应用法则。
Customer development is one of the core businesses of marketers and reasonable evaluation of competitiveness of marketers ＇ customer development is conducive to promote enterprises＇ marketing management. In this paper, starting from the general business process and basic features of customer development, marketers＇ customer developing business was brought into the inputs, outputs and transformation analysis framework. For each key business point in process,sub competitiveness evaluation indices were constructed, and a comprehensive competitiveness evaluation index was formed in accordance with AHP. Then, competitiveness indices of departments were made to reflect collective competitiveness of all marketers within the department.Finally, the application methods of the marketers‘ and departments＇ competitiveness were derived by an empirical analysis from Baidu （Beijing）.
出处
《经济与管理评论》
2016年第4期152-160,共9页
Review of Economy and Management
基金
首都经济贸易大学研究生学术新人计划资助
关键词
客户开发
竞争力评价
营销管理
Customer （tevelopment
Competitiveness evaluation
Marketing management
