Evaluation for Enterprise Marketing Performance Based on Analytic Hierarchy Process

被引：0

作者：

Zhang, Xiao ^{[1
]}

机构：

[1] Rizhao Polytech, Business Management Dept, Rizhao 276826, Peoples R China

来源：

MATERIALS SCIENCE AND INFORMATION TECHNOLOGY, PTS 1-8 | 2012年 / 433-440卷

关键词：

Marketing performance; enterprise; analytic hierarchy process; evaluation;

D O I：

10.4028/www.scientific.net/AMR.433-440.2109

中图分类号：

TP39 [计算机的应用];

学科分类号：

081203 ; 0835 ;

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 computated 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 marketing performance based on analytic hierarchy process is effective.

引用

页码：2109 / 2113

页数：5

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