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This study took Xinjiang Tianrun Dairy Co., Ltd., as the research subject, constructing a regional operational performance evaluation system encompassing five dimensions: scale, profitability, growth, efficiency, and market foundation. The entropy method is employed to assign weights to indicators and conduct a comprehensive evaluation using data from the Xinjiang regional market (within Xinjiang) and the external market (outside Xinjiang) for the period 2020-2024. The research finds that the regional revenue growth rate and the number of distribution channel outlets are the core indicators driving performance differences. The external market exhibited rapid initial growth but significant volatility, while the performance within the Xinjiang market was stable yet showed sluggish growth. The study indicates that dairy enterprises, during the process of cross-regional operation, need to balance growth momentum with operational stability, as well as scale expansion with efficiency improvement. Finally, management recommendations are proposed based on optimizing product strategy, refining channel management, and revitalizing existing resources, providing decision-making references for the formulation and implementation of regional strategies in the dairy industry.

, authors=Shengyou JI, authorsList=Shengyou JI, authorCompany=null, correspAuthors=null, authorNote=null, correspAuthorsNote=null, copyrightStatement=null, copyrightOwner=null, extLink=null, articleAbsUrl=null, sourceXml=null, magXml=null, pdfUrl=null, pdf=null, pdfFileSize=null, pdfExtLink=null, richHtmlUrl=null, mobilePdfUrl=null, reviewReport=null, pdfFirstPage=null, abstractGraph=null, abstractGraphContent=null, abstractVideo=null, citation=null, cebUrl=null, magXmlContent=null, mapNumber=null, fund=null), CN=ArticleExt(id=1297134059549913099, articleId=1297134059050790921, tenantId=1146029695717560320, journalId=1296801528146919473, language=CN, title=区域经营绩效综合评价研究——以新疆天润乳业股份有限公司为例, columnId=1297134029577409188, journalTitle=中国乳业, columnName=营销管理, runingTitle=null, highlight=null, articleAbstract=

本研究以新疆天润乳业股份有限公司为研究对象，构建涵盖规模、盈利、成长、效率及市场基础五个维度的区域经营绩效评价体系，运用熵值法对2020—2024年新疆自治区疆内市场与疆外市场数据进行指标赋权与综合评价。研究发现：区域营收增长率与渠道网点数量是驱动绩效差异的核心指标；疆外市场前期增长迅猛但波动显著，疆内市场表现平稳但增长乏力。研究表明，乳品企业在跨区域经营过程中需统筹兼顾增长动能与经营稳定性、规模扩张与效益提升之间的平衡关系。最后，基于产品策略优化、渠道精细化管理及存量资源盘活等维度提出管理建议，为乳品企业区域战略的制定与实施提供决策参考。

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季生有（1989-），男，藏族，青海湟中人，硕士，研究方向为企业管理。

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季生有（1989-），男，藏族，青海湟中人，硕士，研究方向为企业管理。

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