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Based on the analysis of predecessors, Ambler, et al (2003) considered that it should use three criteria to select the indicators of marketing performance evaluation: (1) the selected indicators can be compared with the internal (plan) performance benchmarks; (2) The selected indicators can be compared with external (competitors’) performance benchmark; (3) through changes in marketing assets to adjust marketing performance. Based on the recommendations of above literatures, Ambler, et al (2003,2004) proposed the selection criteria of indicators of marketing performance evaluation is more suitable for this study, because the standard not only considers the internal reference but also takes into account the external benchmarks, while it also takes into account the adjustment of long-term marketing performance. Therefore, it is in line with the study on the impact of e-commerce on marketing performance in this dissertation. Based on the indicators selection criteria of marketing performance of Ambler et al (2003), the dissertation goes further to consider how to select the corresponding indicators. The evaluation criteria of Ambler and others determine that the selected indicators must be a system, otherwise it is unable to reflect the principle of considering the internal and external benchmarks at the same time. In this study, it decides to adopt a method of classification of the relevant indicators, each type of indicator select lots of for a comprehensive investigation. In order to classify indicators of marketing performance of numerous categories, in this study, it has reviewed literatures related to marketing performance, according to search results, with reference to Kokkinaki and Ambler’s (1999) classification for indicators of marketing performance, their classification is based on the collection and collation of indicators of the real marketing performance, which is based on the content of control theory, agency theory, market orientation theory related to marketing performance, it holds that the evaluation indicators of marketing performance can be divided into six categories, namely, accounting, trade customer, competitor, consumer intermediate, consumer behaviour and innovativeness. The six indicators reflect the six areas that enterprises concern. Through the comparison of these six categories, this study found that direct customer indicator, consumer intermediate variable indicators and indicators of consumer behavior in fact can be integrated into one group of indicators, namely, whether it is from direct customers or consumers, they are both measurement indicators for customer value. Therefore, in order to make the measurement indicators of marketing performance can both reflect different aspects of measurement and minimize the number of targets, in this study, these three types of indicators are integrated into one: the indicators of customer value, coupled with the other two types of competition and innovation, these constitute the evaluation of marketing performance. In addition, according to recommendations of Ambler et al (2003), this study also selects marketing assets indicators to regulate short-term indicators. |
