中小企业营销组合多目标决策模型构建及应用  

Construction and Application of Multiobjective Decision-making Model in SME Marketing Mix

作　　者：孙习祥[1] 聂鸣[1] 黄刚 

机构地区：[1]华中科技大学管理学院 [2]武汉耀华皮尔金顿安全玻璃有限公司,武汉430061

出　　处：《武汉理工大学学报》2006年第7期127-129,135,共4页Journal of Wuhan University of Technology

基　　金：湖北省科技厅科技攻关项目(2001AA401C67)

摘　　要：分析了中小企业市场营销组合的决策过程,在AHP的基础上构建了中小企业营销组合多目标决策过程模型,利用该模型整理和综合了营销决策人在营销组合方案决策过程中的主观判断和客观分析,将相关营销决策人的主观判断和客观分析用数量形式表达和处理。通过一个实例说明了模型的应用。This paper analyzed the decision-making process and constructed a multiobjective decision-making process model in marketing mix of small ＆ medium enterprises based on AHP. Under this model, subjective judgements and objective analysis during the decision-making process of marketing mix projects made by marketing decision-makers were coordinated, synthesized, represented and disposed by quantitive methods. An enterprise case was given to identify the model＇s application.

关 键 词：中小企业 营销组合 决策过程 模型 应用 

分 类 号：F272.3[经济管理—企业管理]