Revision history:
Rev 1:1/30/02 – Changed “data source”

绩效指标图例及序号
Panel Legend and Number
面版 7 市场份额对比发言指数
Panel #7 Share of market over Share of Advertisement Index

绩效指标负责人
Panel owner
余文章
Yu Wen Zhang

分流程描述
Sub-process description
广告的影响力（有效性）管理
Advertisement Impact (validity)Management

界限
Boundaries
地理位置界限和目标人数待定
Geographic boundaries and target population to be defined

范围
Scope
卫生巾产品 (只有那些已有数据的产品)
Sanitary napkin products (only products where data is available)

开始
In
每季的开始
Start of quarter

结束
Out
每季的结束
End of quarter

为何要进行评估
reason for
measurement

测评广告的有效性, 以提高年收入和市场份额. 评估与广告利用成本相关的销售收入和市场份额结果 – 评估与整个市场广告投入相比的投资回报率
To measure the effectiveness (cost related to impact) of advertising to improve revenue and market share.To evaluate the revenue and share generated relative to the cost of the advertising utilized – evaluate return on investment benchmarked against total advertising within the market.

与结果指标的联系
Linkage to results
广告投入将影响销售利润及市场营销份额
Sales return and share of market penetration as a result of advertising

衡量指标定义
Measurement definitions

市场份额 = 恒安产品的收入占整个市场销售的百分比
发言指数 = 在相同市场中恒安的广告开支占整个欧亿·体育（中国）有限公司广告开支的比率
Share of Market = percentage of HengAn product revenue to total market sales
Share of Voice = Ratio of HengAn advertising expenditure (RMB) to total industry expenditures within the same market.

衡量指标计算公式
及图表生成
Measurement calculation (formula)
全国媒体卫生巾广告投入
全国媒体恒安卫生巾广告投入
全国卫生巾市场销售总量
全国卫生巾市场恒安销售总量
Advertising of Sanitary napkins in entire country
Advertising of HengAn’s Sanitary napkins in entire country
Total sales of Sanitary napkins in entire country
Total sales of HengAn’s Sanitary napkins in entire country

数据收集的频率
Frequency of data collection
每季度
Quarterly

数据来源
Data source
恒安所选定（签订）的媒体广告代理商
HengAn selected (contract) media and advertising supplier

基线
Base line
待定 – 目前尚无此项数据
TBD – no data currently available

基线设立的依据
Basis for baseline
据第一次测量的季”份额” 结果
First measured quarter “Share” results

能力可达绩效
Entitlement
待定
TBD

可达绩效设立依据
Basis for Entitlement
市场营销的历史数据和管理层的决策
Market historical data and management decision

绩效考评图整合流程
Cockpit chart consolidation process
根据财务部和市场调研公司提供的数据 ，进行正确的公式加总，提交评估专员对市场营销流程的绩效考评图进行更新。

Data comes from Finance Dept. and Marketing research agency , sum up and calculate in priper 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)
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流程顾问(罗柏)
Process Resultant (Rob Kunkle)
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跨功能小组领导(黎泽荣)
CFT Leader (Li Ze Rong)
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评估负责人(许大座)
Measurement Owner ( Xu Da Zuo)
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日期:
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