信用缺失对市场营销的损害及其评估模型

Harm and assessment modeling to tfae marketing under the condition of credit lack

市场营销作为企业经营活动的一个重要组成部分,它的成败直接影响企业的生存与发展。而在市场经济快速发展,竞争日益激烈的时代,市场营销的成败又取决于信用这种重要的社会资源的使用情况。本文针对目前我国信用严重缺失的现状,阐述了销售方信用缺失对市场营销的影响,并利用笔者研发的价值缩减模型和扩散效应模型对信用缺失所造成的损害进行了评估。

The marketing is regarded as an important component of enterprise' s business activities, Its success or failure influence the survival and development of enterprises directly. With the market economy' s development the success or failure of the marketing depends on the operating of credit resource in fierce era day by day for the competition, But now, the credit is lack seriously in our country, this paper will explain the effect of credit lack to marketing, and assess the harms caused by credit lack with some certain mathematics mode-ls.