营销水平提升模型研究

Research on the Marketing Management Advancing Model

利用模糊综合评判方法,通过对企业营销管理5个成熟度等级、39项考核指标的确定,采用问卷调查法,利用SPSS软件程序分析,建立了营销管理问题发现、改进的营销水平提升模型.并利用中国云南省营销管理调查数据,对模型进行了验证.

By using vague comprehensive evaluation method and through defining the five maturity levels about marketing management of enterprises and 39 items of performance indicators, Marketing Management Advancing Model （MMAM） for discovering problems and improvement performance is established adopting questionnairesurvey method and making use of SPSS procedures software to analyze. Moreover, the survey data of marketing management in Yunnan is used to test this model.