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目前,电信行业的竞争愈演愈烈,为了迅速开展新业务,提高企业的经营业绩,各大运营商都纷纷加大营销渠道的投资和建设,争夺优质的营销渠道资源。营销渠道作为企业的一项重要资产,其运行效益的高低、收益的多少以及客户关系管理能力关系到企业的核心竞争力。随着企业规模的扩大和渠道管理的日益规范,科学合理的渠道绩效不可或缺,本文将在分析电信企业营销渠道现状和问题的基础上,引入以平衡计分卡为基本框架的绩效指标体系,从财务、客户、内部流程、学习和成长四个维度探究平衡计分卡在电信企业营销渠道的绩效评价的应用,以期客观地评价电信企业营销渠道绩效并推动绩效的持续提升。
At present, the competition in the telecom industry is fiercer and fiercer. In order to rapidly launch new businesses and improve the operating performance of enterprises, all major operators have increased the investment and construction of marketing channels and scrambled for high-quality marketing channel resources. As an important asset of an enterprise, the marketing channel is closely related to the core competitiveness of an enterprise due to its operating efficiency, the amount of revenue and customer relationship management. With the expansion of enterprise scale and the increasingly standardized channel management, scientifically reasonable channel performance is indispensable. Based on the analysis of the status quo and problems of telecom enterprises’ marketing channels, this paper introduces a performance indicator system based on balanced scorecard , Explores the application of BSC in the performance evaluation of telecom enterprises ’marketing channels from the four dimensions of finance, customer, internal flow, learning and growth in order to objectively evaluate the performance of telecom enterprises’ marketing channels and promote the continuous improvement of performance.