基于AHP法的时代电气公司营销能力体系构建评价

The evaluation of maketing system of times electric Co.,Ltd based on AHP method

运用层次分析法和专家咨询法,建立营销能力评价指标体系,即提出从产品竞争力、销售活动能力、新产品开发能力以及市场决策能力等4个层面来综合评价企业的营销能力,并进一步细化成15个二级评价指标,组成企业营销能力评价指标体系。通过设计问卷对企业进行实地调研访谈,获取样本数据,对相关指标赋予权重,通过有关专家对各指标进行评分,对公司的营销能力进行综合性评价,并对评价结果进行分析,表明所建立的评价指标以及评价方法是比较科学有效的。

The method of analytic hierarchy process and the expert advice was used to set up marketing capacity evaluation, that form four dimensions of the competitiveness of products, marketing activities, new product development capabilities and the market decision-making capacity to evaluation it; and it further refined into 15 secondary index, which composition of the marketing ability evaluation index system. By designing a questionnaire survey on enterprises, the sample data was accessed, and then the marketing capabilities of the company was integrated evaluation. The evaluation results showed that the set up of the evaluation indicators and the evaluation methods are more scientific and effective.