摘要
随着医药产业的高速发展,医药企业间的市场竞争日趋激烈。医药企业要想在激烈的市场竞争中求得生存与发展,就必须整合各种优势资源来提高企业的营销效果。因此,医药企业只有运用科学的方法评价医药企业的营销绩效,才能发现企业营销中存在的不足之处。本文结合医药产品营销特点,设计了医药企业营销绩效评价指标体系,并将层次分析法与模糊综合评价方法应用于医药企业营销绩效的评价过程之中。
With the development of medical industry, the completion among the pharmaceutical enterprises is getting furious increasingly. In order to survive and develop in this circumstance, the pharmaceutical enterprises must take full advantage of their own resources so as to increase their marketing effect. So pharmaceutical enterprises only apply scientific method to their marketing performance, the pharmaceutical enterprises can find the disadvantage in the marketing. The article designs the index system of the pharmaceutical enterprise evaluation, APH method and fuzzy complicated evaluation have been used to appraisal the integral performance of the pharmaceutical enterprises.
出处
《黑龙江对外经贸》
2007年第3期88-90,共3页
Heilongjiang Foreign Economic Relations and Trade
关键词
医药营销
营销绩效
模糊评价
pharmaceutical marketing
marketing performance
fuzzy evaluation
