回归分析方法在市场营销课程中的教学思路及案例解析

Research on Teaching Idea and Case Analysis of Regression Analysis Method in the Marketing Course

市场营销学是高校经管类专业的专业基础课程之一。其中,利用统计学的方法和思路对企业营销信息系统的各种信息进行收集、整理、分析、评估以作部门准确合理的营销决策是该课程的重点和难点。由于此课程涉及较多的统计学分析内容,在教学过程中师生普遍反映有一定的难度。因而探究其原因并探索新的教学方法和模式具有重要的意义。

The Marketing course is one of the core foundation courses prescribed by the State Ministry of Education in Economics and Management specialty. And the key and difficult content of this course is that using the statistical method and idea to collect, to sort, to analysis and to decide the accurate reasonable marketing strategy. Owing to the course involves in the sea of statistical content and method, teachers and students generally reflect a certain degree of difficulty in the teaching process. The reason mainly lies in failing to closely combine research analysis of statistical knowledge and the research thought of the enterprise marketing strategy. In view of this, this paper combines with the practical teaching experience, we assume that the students have good based on the economic and management theory, the article analyzes the hierarchical relationships between statistics and marketing course, and discusses the teaching ideas and case analysis of the marketing course combined with the monadic linear regression analysis in order to facilitate teaching.