服务业营销管理评价方法及其应用

A Study on Evaluation Method & Application of Service Marketing Management

运用服务营销学最新理论成果，针对服务业营销管理及营销环境诸多要素，建立了综合评价指标体系；采用模糊层次综合分析方法建立了服务业营销管理综合评价模型；给出了天津市服务业营销管理评价实例．

In this paper,the authors apply the latest achievement of service marketing,aiming at the elements of service marketing management and marketing environment, establish the indices system of synthetical evaluation. Applying the synthetical method of Fuzzy hierarchy analysis to establish synthetical evaluation model of marketing management of service industry, the example of marketing management evaluation of service industry in Tianjin is given at last.