中小企业营销组合因素的灰色关联度分析

Grey Correlative Degree Analysis on Factors of Small & Medium-sized Enterprise Marketing Mix

对影响中小企业营销组合决策的外界环境因素、企业战略目标及其组织计划因素、顾客购买决策和购买行为影响因素以及企业营销组合决策的内部因素进行了系统分析。分析了企业市场营销组合决策系统部分信息已知、部分信息未知或不完全明确的灰色系统特征。应用灰色系统理论,根据某企业财务逐年原始数据,计算出企业费用预算各因素与营销组合效果的灰色关联度,并排出关联序,得出了不同预算因子对营销组合效果的影响的定量结果和重要程度。

This paper analyzed systematically the external environmental factors that had an impact on small ＆ mediumsized enterprise marketing mix decision-making, factors of enterprise strategic objective and its organization plan, factors of consumer purchasing decision and purchasing action, and internal factors of enterprise marketing mix decision-making. The paper also made an analysis on grey system characteristics of enterprise marketing mix decision-making system that information was partial known and partial ambiguous or unknown. Using grey system theory （GST） and the original annual financial data of an enterprise, this paper computed the grey correlative degrees of the factors of enterprise budgets and marketing mix effectiveness. The paper also ranked these factors, and presents the quantitative results and significance of marketing mix effect caused by different budget factors.