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基于灰色聚类的企业可持续市场营销力评价研究

发表时间:2008-02-28  浏览量:1614  下载量:751
全部作者: 喻登科,刘希宋
作者单位: 哈尔滨工程大学经济管理学院
摘 要: 在综述市场营销力研究现状的基础上,本文提出市场营销力应该具有可持续性的特点。将市场营销过程分为营销准备阶段、营销阶段和营销后阶段,并通过分析各阶段营销重点,系统地提出可持续市场营销力的构成。在对某行业九家企业调查的基础上,运用灰色聚类方法对其进行评价,得出我国该行业可持续市场营销力相对均衡的结论。
关 键 词: 企业管理;灰色聚类;可持续性;市场营销力;评价
Title: Research on appraisal of enterprise’s sustainable marketing ability based on Grey Cluster method
Author: YU Dengke, LIU Xisong
Organization: Harbin Engineering University, School of Economics and Management
Abstract: Based on review of the research situation of marketing ability, the paper puts forward that the marketing ability should have sustainability. The marketing process is divided into three stages: marketing preparation stage, marketing stage and post-marketing stage. Through analyzing the focuses of different stages, the paper brings forward the structure of sustainable marketing ability systematically. Based on investigation of nine companies of an industry, the paper comes to the conclusion that the marketing ability of the industry of China is balanced relatively after appraisal by grey cluster method.
Key words: enterprise management; grey cluster method; sustainability; marketing ability; appraisal
发表期数: 2008年6月第4期
引用格式: 喻登科,刘希宋. 基于灰色聚类的企业可持续市场营销力评价研究[J]. 中国科技论文在线精品论文,2008,1(4):451-459.
 
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