提升营销效率的一种新思路——基于数理模型的系统组合

A New Way to Improve Marketing Efficiency

从理论分析和实践操作两个方面考量,构建科学的营销效率评价指标体系;运用因子分析法分别考察企业整体层面和销售部门的营销活动投入情况,将投入与产出结合起来计算其营销效率;通过比较企业整体营销效率和销售部门营销效率,利用DEA模型分析销售部门营销效率低下的原因,并根据数量统计方法对其投入产出结构进行优化,提升公司营销效率。

From the perspectives of theoretical analysis and operation considerations, the article builds the scientific evaluation index system of marketing effieieney, examines the marketing input condition of enterprise-wide level and the marketing department using the factor analysis, and calculates their marketing effieiency by combining the input and output. Then through comparing the marketing efficiency of enterprise-wide level and the marketing department, the author analyzes the reasons of marketing department＇s inefficiency by using the DEA model. What＇s more, according to the statistical methods, the article optimizes the marketing input-output structure of the marketing department to enhance the company＇s marketing efficiency.