摘要
为了避免企业营销成本不断增加而生产运营等其它成本却相对下降的现象,本文针对营销策略评价的特点和DEA模型的缺陷,提出了一种4R-DEA的企业营销策略诊断模型。引入理想决策单元,将投入指标取原决策单元中投入指标的最小值,并构造基于投入角度的DEA模型,然后对理想决策单元进行剔除求得松弛变量,最后在决策单元评价时,将其与其他决策单元的线性组合进行比较,以减少运算量。通过实例仿真实验表明,本文提出的改进模型能够较好的完成纵向和横向的企业营销策略评价。
In order to avoid increasing the cost of corporate marketing and other costs of production andother operations,but the relative decline of the phenomenon,this paper defect characteristics andevaluate marketing strategies DEA model is proposed diagnostic model of corporate marketing strategy of4R-DEA.Introduced over the decision-making unit,the input indicators take the minimum unit of theoriginal investment decision indicators and construct DEA model based on the input perspective,andthen over the decision-making unit when removing slack variables obtained,the final decision in theevaluation unit,with its a linear combination of other decision-making units are compared,in order toreduce the amount of computation.By way of example simulation results show that the improved modelproposed better able to complete the vertical and horizontal corporate marketing strategy evaluation.
作者
林凤
Lin Feng(Guangdong Mechanical & Electrical Polytechnic,Guangdong 510550,China)
出处
《科技通报》
北大核心
2017年第4期245-248,共4页
Bulletin of Science and Technology
关键词
4R-DEA模型
企业营销
营销策略
理想决策单元
两阶段法
效率优化
4R-DEA model
business marketing
marketing strategy
over decision making unit
two-stage method
efficiency optimization
