Evaluation for Enterprise Marketing Performance Based on Analytic Hierarchy Process

摘要：

Evaluation of enterprise marketing performance has a great importance for enterprise to formulate marketing strategy．and carry out marketing activity．Evaluation for enterprise marketing performance based on analytic hierarchy process is proposed in the paper．Analytic hierarchy process is used to perform multi-criteria decision analysis in order to determine the relative importance in the decision matrix．The pairwise comparison matrix by using the pairwise comparison of the indexes in same layer is established．Local weight and global weight are eomputated by using the pairwise comparison matrix．Marketing condition of a certain enterprise is applied to evaluate for enterprise marketing performance．It can be seen that enterprise markefing performance based on analytic hierarchy process is effective．

关键词： marketing performance enterprise analytic hierarchy process evaluation

作者: Zhang Xiao

作者单位: Business Management department of Rizhao Polytechnic Rizhao 276826,China

会议类型: 国际会议

会议名称: 2011 International Conference on Manufacturing and Industrial Engineering(ICMIE 2011)(2011年制造及工业工程国际会议)

会议地点: 海口

会议语种:英文

页码: 281-284

在线出版日期: 2011-02-22（万方平台首次上网日期，不代表论文的发表时间）