基于层次分析法的电力营销项目立项决策研究

Research on Power Marketing Project Approval Decision Making Based on AHP

营销宣传效果评估是营销活动的重要一环,起着承前启后的重要作用,是评估营销活动是否成功的标尺。营销宣传效果评估不仅能对企业前期的营销活动做出客观评价,而且对企业今后的营销活动都能产生有效的指导意义。以某供电局营销活动为研究对象,研究营销项目立项决策方法,通过探索基于层次分析法的营销活动宣传效果评估标准及方法,以类似营销活动宣传效果的评估情况为依据,对营销活动立项进行决策。

The effect evaluation of marketing publicity is an important part of marketing activities, which plays an important role in linking the past with the future and is a yardstick to evaluate the success of marketing ac- tivities. The evaluation of marketing effect can not only make objective evaluation to the marketing activities in the early stage, but also have effective guiding significance to the marketing activities in the future. In the case study of the marketing activities of a power supply bureau, this paper studies the approval decision-making method of marketing project. By exploring the evaluation criteria and methods of marketing campaign publicity effect based on AHP, it takes the evaluation of similar marketing campaign publicity effect as the basis to make the approval decision of marketing project.