摘要
《市场营销》课程是高校经管类专业的专业核心课程之一,该课程的核心内容是要求学生采用案头调研和实地调研的方法对市场进行调查分析设计营销方案,并对营销方案实施效果进行绩效评估.由于企业营销绩效是一个多因素组成的相互影响的综合体系,因此需要对综合水平进行评估.均方差决策法正是通过构建指标体系、赋予指标权重并计算综合评价的一种多目标综合方法.因此,结合教学实践借助案例分析法总结了均方差决策法在企业营销绩效中的应用思路和步骤.
The course of Marketing is one of the major core courses of the economy and management specialty in general colleges. The main content of this course is to require students to use desk research and field research method to investigate, analyze and design marketing plan and evaluate performance af- ter implementing the marketing plan. Thanks to the fact that the marketing performance is an integrated system consisting of multiple interactive factors, it is needed for a comprehensive assessment of the per- formance level. The mean square deviation decision method is one of the multi- objective comprehensive evaluation methods through the construction of the index system and gives the index weight to approach to the comprehensive result. Therefore, this paper demonstrates the teaching idea and sums up the mean square deviation decision method in the performance appraisal combined with the teaching practice through the case analysis for teaching.
出处
《湖州师范学院学报》
2015年第8期107-112,共6页
Journal of Huzhou University
基金
新疆维吾尔自治区人文社会科学研究基地"中亚与中国西北边疆政治经济研究中心"重点项目(040314B02)
新疆师范大学构级博士启动基金(XJNUBS1415)
新疆维吾尔自治区人文社会科学研究基地"新疆宏观经济预警研究基地"一般项目(010613C05)
关键词
企业
营销绩效评价
均方差决策法
教学思路
enterprise
marketing performance evaluation
mean square deviation decision method
teaching thought
