基于回归分析法的营销环境审计  

Research on Marketing Environmental Audit Based on the Regression Analysis Method

作　　者：彭娟[1] 李晓荣[1] 陈琛[1] 

机构地区：[1]上海交通大学安泰经济与管理学院

出　　处：《上海管理科学》2008年第6期23-28,共6页Shanghai Management Science

摘　　要：目前大多营销环境审计的研究文献仅仅着重于理论分析。而在实际工作中,明确可行的环境审计分析方法或评定标准则更为重要,这样才能度量不断变化的宏微观环境,并给予判断。为此本文研究了营销环境审计的评价指标体系,并给出量化的方法,建立评价一权重矩阵,在此基础上基于各类回归分析方法的适用性并结合实例构建营销环境审计的评价模型,希望对营销环境审计的实践活动有所裨益。Most of the current literature of marketing environmental audit only focus on theoretical analysis, but in practical work, a feasible analysis of possible environmental auditing methods or assessment criteria are more important, then we can measure the unceasingly changing macro and micro environment, and give judgment. This paper studies the marketing environmental audit evaluation index system, and gives quantitative method for the evaluation - weight matrix, and build environmental audit evaluation model based on the applicability of different regressionanalysis methods and practical cases. Sincerely hope this article can be benefit to marketing environmental audit practice.

关 键 词：营销 环境审计 评价-权重矩阵 回归分析法 

分 类 号：F239.6[经济管理—会计学] TM715[经济管理—国民经济]