Evaluation research of marketing performance of city gas station based on the behavioral process

摘要

In the competitive market model, the performance of city gas station is created by the acts of sales, while the sales generated by the behavior of consumer awareness, consumer behavior, the competitive environment, marketing innovation, and other elements of composition, and the performance of the sales is the result of all the marketing elements. Based on this understanding, we consider the sales of consumer awareness, buying behavior, market structure, innovation, ect. factors for as the overall index. Also, according to the inner system of main indicator, we decompose the main indicators and construct the Marketing Performance Evaluation index system of city gas station. According to the characters of the index system, using the hierarchical analysis, taking the specific stations, we check the index we have built. The result shows that consumers' satisfaction, loyalty and their appreciation to the quality of service have great impact on the performance of marketing.