1、天天文档在线联系qq：744421982业务流程Business Process市场营销流程Marketing Process绩效指标图例及序号Panel Legend and Number 面版2 恒安各品类销售增长（%）对比全国市场增长Panel #2 HengAn Category Growth (%) vs. Natl Market Category Growth绩效指标负责人Panel owner叶德堤Ye De Di分流程描述Sub-process description业务增长管理Business growth management 界 限Boundaries卫生巾大类（安乐、安
2、尔乐、护垫）纸尿裤大类（安儿乐）SN Category (Anle、Anerle、 Panty Liner)Diaper Category (Anerrle)范 围Scope恒安集团所有上市公司All Listed Company of HengAn Group 开 始In月初Start of Month结 束Out月底End of Month为何要进行评估Reason for measurement1. 衡量消费者驱动型的市场营销部在作用于恒安各大品类的增长同时， 对比整个品类市场的增长速度。2. 衡量市场营销流程排障行动的效力。3. 执行建立在消费者基础上的市场营销流程，提高恒安各品类产品
3、的市场份额1. Measure the impact of a consumer driven marketing department work to improve HengAn product categories growth relative to total market growth2. Measure the efficiency of marketing processes barrier removal activities 3. Implementing consumers based marketing processes and increase the market
4、 share of all HengAn product categories.与结果指标的联系Linkage to results通过测评恒安产品增长率对比整个市场增长率来验证并提高市场营销流程的有效执行 To validate the efficiency of marketing process implementation and improvement by measuring growth rate vs market growth rate 衡量指标定义Measurement definitions全国整个品类销售额的增长率和恒安各品类销售额的增长率相比如何？（根据A.C.尼尔森
5、的数据库）Category growth rate in RMB and HengAn growth rate in RMB compared as per A.C. Nielsen data release衡量指标计算公式及图表生成Measurement calculation (formula)全国各品类的市场增长画作线型图恒安卫生巾、纸尿裤品类的销售增长画为柱型图% National Growth rate per category plotted as a line% Growth rate HengAn SN/Diaper category, plotted as a bar数据收集
6、的频率Frequency of data collection恒安销售增长：每月-每月月底后20天全国市场增长：每两月- 每两月底后30天（AC尼尔森）和行业信息发布中心（每月-每月月底后60天）HengAn Growth: Monthly - 20 days after close of monthTotal Market Growth: Two Monthly 30 days after close of two month (AC Nielson) and 60 days after close of each month (The China Industrial Informatio
7、n Issue Center)数据来源Data source全国市场增长：AC尼尔森（卫生巾）和行业信息发布中心 （纸尿裤）Total Market Growth: AC Nielsen (SN) and Data from CIIIC (Diapers)恒安销售增长：财务部的管理报表HengAn Growth: Finance Department Management Accounts基线Base line待定TBD基线设立的依据Basis for baseline2001 年1月-12月的平均数Average of 12 months in 2001能力可达绩效Entitlement待定
8、TBD可达绩效设立依据Basis for Entitlement高管层和绩效改进小组决大多数的共识Management and BIT consensus绩效考评图整合流程Cockpit chart consolidation process每两个月来自市场调研公司（AC尼尔森）的数据和每个月来自行业信息发布中心的数据，对比恒安财务部销售的数据，进行正确的公式加总，提交给评估专员来对市场营销流程的绩效考评图进行更新Data come from marketing research agency (like AC Nielson) bi-monthly, checked versus Finan
9、ce Dept data for HengAn, sum up and calculate in proper format to be provided to the Measurement Specialist for updating the Marketing Cockpit Chart评估专员(叶德堤)Measurement Specialist (Ye De Di)签名:Sign:日期:Date:流程顾问(罗柏)Process Resultant (Rob Kunkle)签名:Sign:日期:Date:流程负责人(黎泽荣)Process owner (Li Ze Rong)签名:Sign.日期:Date:评估负责人(许大座)Measurement Owner ( Xu Da Zuo)签名:Sign:日期:Date:
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