基于大数据技术的饲料企业营销竞争力评价模型构建研究  

Research on the construction of evaluation model for marketing competitiveness of feed enterprises based on big data technology

作　　者：蒋良骏[1] JIANG Liang-jun

机构地区：[1]扬州工业职业技术学院,江苏摘州225127

出　　处：《饲料研究》2021年第5期113-117,共5页Feed Research

基　　金：2020年度江苏高校哲学社会科学研究一般项目“大数据背景下江苏移动电商用户感知价值对购买决策的影响机理研究(项目编号:2020SJA2026)”。

摘　　要：大数据技术作为企业发展的关键引擎,可推动饲料企业走向智能化、精确化时代。文章立足于大数据技术,选取7个二级指标与18个单项指标,构建饲料企业营销竞争力评价模型。在此基础上,通过筛选沪深两地11家上市饲料企业样本,深入评价企业营销竞争力。结果表明,饲料企业内部指标对营销竞争力影响最大,即隐性营销竞争水平较高;外部指标对营销竞争力影响次之,说明显性营销竞争水平稍差。大数据技术对于饲料企业营销竞争力提升发挥着支撑作用,是筑牢企业核心竞争力的关键因素。As the key engine of enterprise development,big data technology can promote feed enterprises to a intelligent and accurate era.Based on big data technology,the paper selects seven secondary indicators and 18 single indicators to build the evaluation model of marketing competitiveness of feed enterprises.On this basis,the marketing competitiveness of 11 listed feed enterprises in Shanghai and Shenzhen was evaluated.The results show that the internal indicators of feed enterprises have the greatest impact on the marketing competitiveness,namely the implicit marketing competition level is higher;the external indicators have the second impact on the marketing competitiveness,indicating that the explicit marketing competition level is slightly lower;big data technology plays a supporting role in improving the marketing competitiveness of feed enterprises,which is the key factor to strengthen the core competitiveness of enterprises.

关 键 词：大数据技术 饲料企业 营销竞争力 评价体系 指标权重 

分 类 号：F270.3[经济管理—企业管理]