统计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 Statistical Analysis Method in the Marketing Course

市场营销课程的重点内容之一是利用统计学的思路和方法收集、整理、分析、评估企业营销信息系统的信息以做出合理的营销决策。在实际教学中师生普遍反映有一定难度,究其原因主要在于学生未能把统计分析方法的思路运用到营销决策中。鉴于此,首先分析了统计学课程与市场营销课程之间的衔接关系,其次构建了市场营销课程中运用统计分析方法的教学环节;再者主要探讨了将统计分类法、季节指数法、指数体系和因素分析法运用到市场营销课程中的教学思路和案例解析;最后提出在教学过程中教师应通过案例演示法、自主实验法、PBL方法和实地调研法等方法,调动和培养学生将统计分析方法与营销理论相结合的实践操作能力,以更好地发挥统计分析方法这一工具在市场营销课程中的作用。

The one of the important contents of the Marketing course is to use the statistical method and idea to collect, to sort, to analysis and to decide the accurate reasonable marketing strategy. Teachers and students generally reflect a certain degree of diffi- culty in the teaching process. The reason mainly lies in failing to closely apply the idea of statistical analysis method to the marketing decisions. In view of this, this paper firstly analyzes the cohesive relationship between statistics and marketing course, secondly builds the teaching program with using statistical analysis method in the marketing course, thirdly mainly discusses the teaching ide- as and case analysis how to apply the statistical classification method, seasonal index method, index system and factor analysis meth- od to the marketing course and finally teachers should arouse and cultivate students＇ practice operation ability to closely combine the statistical analysis methods with the marketing strategy through case demonstration method, independent experiment method, PBL method and field research method in the teaching process, in order to better play the role of the statistical analysis method as a tool in the marketing course.