基于优化DEA的企业营销策略评价构建

Establishment of Enterprise Marketing Strategy Evaluation Based on Optimized DEA

市场经济环境下,营销在企业中的作用日益重要,如何更好地激励营销部门已成为当前企业需要解决的重要问题,因而营销绩效的评价对企业来说是尤为关键的。当前DEA被广泛应用于营销统计分析当中,学者更多关注的是这一非参数方法的优点,而忽视了对其缺陷的相关研究。在分析超效率DEA模型用于企业营销绩效方面的缺陷的基础上,进行企业营销策略诊断,从而进一步优化DEA模型的决策单元及效率,提高企业的营销效率值。

In the market economy condition, marketing is playing an increasingly important role in enterprises. How to motivate the marketing department better has become an important issue for enterprises to solve. So the evaluation of marketing performance is particularly critical for enterprises. At present, DEA is widely used in marketing statistical analysis. Scholars pay more attention to the advantages of this non-parametric method, but neglect the related research on its defects. This paper is to analyze the defects of super efficiency DEA model in enterprise marketing performance, to diagnose the marketing strategy of enterprises, so as to further optimize the decision-making unit and efficiency of DEA model, and enhance the value of marketing efficiency of enterprises.