测算企业营销能力的二次相对评价法

The Binary Relative Evaluation Approach in Measuring the Marketing Ability of Enterprises

随着营销重要性的日益显现,营销能力成为研究的热点。本文在区分营销能力跟营销实力的基础上,结合二次相对评价方法,提出了基于DEA模型的营销能力的评价方法,在营销业绩的动态变化中测算营销能力。

With the increasingly importance of marketing the marketing ability has been focused in research. Combined with the binary relative evaluation approach we distinguish the marketing strength and the marketing ability. We also present a new approach, based on the DEA model, to evaluate the marketing ability according to the dynamic change of marketing performance.