Abstract: 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.

Key words: operational performance, comprehensive evaluation, entropy method