基于LINEST函数构建模型在市场营销预测中的应用研究

Applied Research on Marketing Forecast Modle Constructed by the LINEST Function

在竞争激烈的市场经济环境下,企业要及时应对错综复杂的局势,必须依据科学的预测及时做出正确判断,这是企业做好市场营销的重要前提。而市场营销预测的数据分析必须建立在复杂的计算基础上,虽然预测方法和工具较多,但是对于非计算机专业的企业营销和管理人员而言,利用Microsoft Excel软件中的LINEST函数进行多元回归分析而做好预测可能是最佳选择。因此,详细介绍LINEST函数在进行回归分析时的基础原理与构建营销预测模型的主要方法,为企业管理人员的营销预测与管理决策提供参考借鉴。

In a competitive market economy environment,the enterprise must rely on the scientific forecast and timely judgment then can deal with the complex situation promptly.That is an important prerequisite for good marketing management,even the precise forecast data analysis should based on a complex calculation.This paper introduced the fundamentals of regression analysis by LINEST function and explained how to constructed the marketing forecast models by this method.And it will provide the references for marketing management forecasting and managerial decision.