摘要
随着市场竞争日益激烈,营销在企业经营中占有越来越重要的地位,而成功的营销又有赖于一个高效运作的营销团队。文章运用德尔菲法构建了企业营销团队成员绩效评价指标体系,然后建立了基于改进AHP法和多级模糊综合评价法的营销团队成员绩效评价模型,并结合实例对企业营销团队中个体的绩效进行评价,以期对企业营销团队成员的绩效做出科学的分析和合理的评价。
As the market competition becomes ever fiercer,marketing has played a more and more important role in the enterprise＇s operation,and the successful marketing depends on a highly efficient marketing team.This paper constructs an indicators system for performance evaluation of marketing team members in enterprises through Delphi method.Then it establishes a performance evaluation model of marketing team members based on improved AHP and multi-level fuzzy comprehensive evaluation.In addition,it combines practical cases to evaluate the individual performance in marketing team in order to make scientific analysis and reasonable evaluation on the performance of marketing team members.
出处
《徐州工程学院学报（社会科学版）》
2010年第6期18-21,共4页
Journal of Xuzhou Institute of Technology：Social Sciences Edition
关键词
营销团队成员
改进AHP法
模糊综合评价
绩效评价
marketing team＇s members
improved AHP
fussy comprehensive evaluation
performance evaluation
