摘要
基于数据包络分析方法对营销资源配置效率进行了评价,将每个营销网格看作一个决策单元,通过数据包络分析方法比较各个营销网格资源配置的相对有效性,并且利用企业历史积累的营销数据,进行了实证分析。
The marketing efficiency of resource allocation was evaluated based on data envelopment analysis.Each marketing grid was taken as a decision-making unit;data envelopment analysis was conducted to compare the relative effectiveness of various marketing grid resource allocation.Finally,historical accumulation of marketing data was empirically analyzed.
出处
《武汉理工大学学报（信息与管理工程版）》
CAS
2012年第6期729-732,共4页
Journal of Wuhan University of Technology：Information & Management Engineering
基金
湖北省科技厅科技攻关基金资助项目(20102s0014)
关键词
营销网格
营销资源
数据包络分析
marketing grid
marketing resources
data envelopment analysis
