基于隐马尔科夫链的企业产品营销绩效评估模型  

Performance Evaluation Model of Enterprise Product Marketing Based on Hidden Markov Chain

作　　者：王芳 WANG Fang(Department of Physical Education Management,Anhui Professional and Technical of Athletics,Hefei 230001,Anhui,China)

机构地区：[1]安徽体育运动职业技术学院体育教育管理系,安徽合肥230001

出　　处：《山西师范大学学报（自然科学版）》2024年第4期133-139,共7页Journal of Shanxi Normal University(Natural Science Edition)

基　　金：2021安徽省教育厅质量工程教学研究重点项目:TBL教学法在《体育市场营销》课程中的应用研究(2021jyxm0549);2021安徽省教育厅质量工程体育运营与管理专业教学团队(2021jxtd114);2023年安徽省教育厅主办高校哲学社会科学重点研究项目—数字经济视角下基于协同过滤技术的电商用户复购行为研究(2023AH053275).

摘　　要：针对现有企业产品营销绩效评估效果较差,无法为企业发展提供有效指导的问题,本文设计了一种基于隐马尔科夫链的企业产品营销绩效评估模型.依据企业在产品营销过程中所要达成的战略目标,将经济绩效、社会绩效和环境绩效作为一级评估指标,构建企业产品营销绩效评估体系;采用基于最大熵马尔科夫模型的企业产品营销绩效评估方法,将最大熵模型与隐马尔科夫链相结合,在评估体系建模和参数估计的基础上,使用Viterbi算法求得各级指标得分,获得综合得分以实现企业产品营销绩效评估.实验结果表明:本文评估的指标覆盖度均在90%~98%范围内变化;各产品营销绩效等级评估结果与专家综合评估结果完全相同;该模型使用后的各产品营销绩效评估RMSLE值始终保持在0.15以下;模型实际应用能显著提升企业产品营销经济绩效、社会绩效和环境绩效.Aiming at the problem that the existing enterprise product marketing performance evaluation effect is poor and can not provide effective guidance for enterprise development,this paper designs an enterprise product marketing performance evaluation model based on Hidden Markov chain.According to the strategic objectives to be achieved by enterprises in the process of product marketing,take economic performance,social performance and environmental performance as the primary evaluation indicators to build an enterprise product marketing performance evaluation system;The enterprise product marketing performance evaluation method based on Maximum Entropy Markov model is adopted.The maximum entropy model is combined with hidden Markov chain.On the basis of evaluation system modeling and parameter estimation,the index scores at all levels are obtained by Viterbi algorithm,and the comprehensive scores are obtained to realize the enterprise product marketing performance evaluation.The experimental results show that the index coverage evaluated in this paper changes in the range of 90%-98%;The evaluation results of each product's marketing performance level are exactly the same as the comprehensive evaluation results of experts;After the model is used,the rmsle value of each product marketing performance evaluation is always kept below 0.15;The practical application of the model can significantly improve the economic performance,social performance and environmental performance of enterprise product marketing.

关 键 词：隐马尔科夫链 企业产品 营销绩效 评估模型 最大熵模型 参数估计 

分 类 号：F275[经济管理—企业管理] TP273[经济管理—国民经济]