我国太阳能企业营销绩效评价  

作　　者：李雄诒[1] 薛静敏[1] 王庆丰[1] 

机构地区：[1]中原工学院经济管理学院

出　　处：《企业经济》2014年第2期123-127,共5页Enterprise Economy

基　　金：河南省社会科学规划项目"河南新能源产业发展模式及支持体系研究"(批准号:2013BJJ082);河南省重点人文社科基地研究项目"生产者责任制度下的电子废弃物管理模式研究"(批准号:2011JD020)

摘　　要：本文构建了太阳能企业营销绩效评价指标体系,以太阳能上市公司为样本,运用数据包络分析方法(DEA),从横向和纵向两方面评价太阳能企业的营销绩效。横向研究表明:我国多数太阳能企业的营销综合效率非有效;一半的太阳能企业营销综合效率低于平均水平;不同太阳能企业之间的营销技术效率差距较大;大部分太阳能企业存在输入冗余,所有的太阳能企业存在输出不足。纵向研究表明:只有少数太阳能企业营销绩效3三年始终有效;不同太阳能企业之间的营销效率差距较大;大部分太阳能企业的营销绩效逐年下降。最后从充分发挥市场机制、合理投入和配置营销资源、重新审视营销对象三方面提出对策建议。The marketing performance evaluation index system was founded to conduct an empirical study on marketing performance of solar energy enterprises from transverse and longitudinal sides by means of the method of data envelopment analysis （DEA）. The transverse result shows that the overall marketing efficiencies of the majority of solar energy enterprises in China are in- valid; the overall marketing efficiencies of a half of the solar energy enterprises are lower than the average level; there is a big gap in the marketing technical efficiencies of different solar energy companies; and most solar energy enterprises have input redundancies and all the solar energy businesses have output insufficiencies. The longitudinal result indicates that the mar- keting efficiencies of only a few of solar energy enterprises have been valid for three years; there is a big gap in the marketing efficiencies of different solar energy firms; and the marketing performances of most solar energy enterprises have declined year by year. At last, the paper puts forward countermeasures from the following three aspects： giving full play to the market mechanism, inputting and allocating marketing resources reasonably, and re -examining marketing objects.

关 键 词：太阳能企业 营销绩效 数据包络分析 

分 类 号：F253[经济管理—国民经济]