绩效营销的方法起源、基本框架与理论模型评析.pdfVIP

标题：绩效营销的方法起源、基本框架与理论模型评析 作者：许研（通讯作者） 学位：博士 工作单位：北方工业大学 职称：讲师 通讯地址：北京石景山区晋元庄路5号，北方工业大学，经济管理学院，工商管理系，100144 电话 电子邮箱：bnuxuyan@ 作者：张欣瑞 学位：硕士 工作单位：北方工业大学 职称：教授 通讯地址：北京石景山区晋元庄路5号，北方工业大学，经济管理学院，工商管理系，100144 作者：陶晓波 学位：博士 工作单位：北方工业大学 职称：讲师 通讯地址：北京石景山区晋元庄路5号，北方工业大学，经济管理学院，工商管理系，100144 摘要：绩效营销提倡营销绩效评价应由对企业短期业绩转向对企业长期价值的分析。本文对绩效营销 思想与传统的营销绩效评价进行辨析，回顾了国外绩效营销研究在方法上的起源，并对现有的研究框 架和主要模型归类和分析。 关键词：绩效营销；营销绩效评价；公司价值；营销投入；绩效营销模型 Title：Origin of Methods, Researching Framework and Theoretical Models of Performance Marketing Author ：XU Yan, ZHANG Xin-rui, TAO Xiao-bo Address ：North China University of Technology, Beijing 100144 Abstract : Performance Marketing (PM) advocates using company’s long term value rather than marketing’s short term performance to assessing marketing activities. This paper first makes a compare between PM and traditional Marketing Performance Assessment (MPA), then reviews the origin of methods and researching framework of PM. On that basis, we focus on introducing and analyzing three theoretical models adopt by existing empirical works. Keywords: performance marketing, marketing performance assessment, company’s value, marketing expenditure, performance marketing models 绩效营销的方法起源、基本框架与理论模型评析 摘 要： 绩效营销提倡营销绩效评价应由对企业短期业绩转向对企业长期价值的分析。本文对绩 效营销思想与传统的营销绩效评价进行辨析，回顾了国外绩效营销研究在方法上的起源，并对现有的研 究框架和主要模型归类和分析。 关键词： 绩效营销；营销绩效评价；公司价值；营销投入；绩效营销模型 Origin of Methods, Researching Framework and Theoretical Models of Performance Marketing Abstract: Performance Marketing (PM) advocates using company’s long term value rather than marketing’s short term performance to assessing marketing activities. This paper first makes a compare between PM and traditional Marketing Performance Assessment (MPA), then reviews the origin of methods and researching framework of PM. On that basis, we focus on introducing and analyzing three theoretical models adopt by existing empirical works. Keywords: perfor