绩效指标图例及序号
Panel Legend and Number
面版8市场份额
Panel #10 Share of Market by Brand

绩效指标负责人
Panel owner
陈亚森
Chen Ya Sen

分流程描述
Sub-process description
尚无
N/A

界限
Boundaries
卫生巾大类（安乐、安尔乐、护垫）
纸尿裤大类（安儿乐）
SN Category (Anle, Anerle, Panty Liners)
Diaper Category (Baby Diapers- Anerrle)

范围
Scope
4项产品的市场份额

开始
In
季初
Start of Month

结束
Out
季末
End of the Second Month

为何要进行评估
Reason for measurement
明确恒安及其主要竞争对手各自的市场地位，发掘潜在的竞争对手，及时合理地调整恒安的营销策略，寻求提高提高市场份额的切入点，并提升品牌定价
identify the market positioning of Hengan and critical competitor, find potential competitors and adjust Hengan Sales tactics. Looking for a cut-point to increase market share and premium pricing
测评安尔乐和安乐和护垫的市场份额以评估恒安市场定位并监督市场营销部使之能够有效提高这些指标。

Measure Anerle, Anle and panty liner market share to evaluate the HengAn market position and monitor Marketing’s success in improving these measures. Also measure the customer satisfaction indices to track if marketing’s actions improve customer acceptance of HengAn products.

与结果指标的联系
Linkage to results
恒安品牌市场份额的相对显著增长可验证相对于其他竞争对手在营销战略和战术上有明显的优势
Market share remarkable growth will validate the advantage ofHengan brand market strategy & tactics compared with competitor.

衡量指标定义
Measurement definitions

市场份额= 恒安该品牌在零售量中所占的百分比
Market Share = percentage of retail sales enjoyed by HengAn for those product(s)

衡量指标计算公式
及图表生成
Measurement calculation (formula)
and
Graph layout
某一产品的市场份额=该品牌的零售量/各种品牌的零售量之和*100%

market share of a product= sales retail of that brand / sum upsales retail of all brands*100%

数据收集的频率
Frequency of data collection
A) 安乐、安尔乐和护垫的数据每二个月一次
B) 纸尿裤每月一次 – 欧亿·体育（中国）有限公司信息发布中心的数据
A) Bimonthly for Anerle, Anle and PL
B) Monthly for Diapers – Data from China Industrial Information IssueCenter

数据来源
Data source
A)A.C.尼尔逊数据库 B)欧亿·体育（中国）有限公司信息发布中心

A)A.C. Nielsen data baseB) CIIIC

基线
Base line
市场占有率：安乐8.05%、安尔乐11.46%、护垫13.83%、纸尿裤8.75%
Market Share: Anle8.05%,Anerle11.46%,Panty Liners13.83%,Baby Diaper 8.75%

基线设立的依据
Basis for baseline
Ac尼尔逊数据库历史数据和欧亿·体育（中国）有限公司信息发布中心的数据（三个月的平均数） Historical data from A.C. Nielsen data base （Three months Average）

能力可达绩效
Entitlement
待定 – 目标市场所占的份额百分比
TBD –Target market share percentage

可达绩效设立依据
Basis for Entitlement
欧亿·体育（中国）有限公司历史数据, 高管层和绩效改进小组决大多数的共识
Industry historical data, Management and BIT consensus

绩效考评图整合流程
Cockpit chart consolidation process
从数据源处收集数据, 输入EXCEL表格中,并提交给市场营销部评估专家
Collect data from sources, enter into EXCEL spreadsheet and distribute to the Marketing Measurement Specialist

评估专员(叶德堤)
Measurement Specialist (Ye De Di)
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日期:
Date:

流程顾问(高伟力)
Process Resultant (Rob Kunkle)
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日期:
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流程负责人(黎泽荣)
Process owner (Li Ze Rong)
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评估负责人(许大座)
Measurement Owner ( Xu Da Zuo)
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