我国太阳能企业营销绩效评价

发布时间：2018-08-03 16:24

【摘要】：本文构建了太阳能企业营销绩效评价指标体系,以太阳能上市公司为样本,运用数据包络分析方法(DEA),从横向和纵向两方面评价太阳能企业的营销绩效。横向研究表明:我国多数太阳能企业的营销综合效率非有效;一半的太阳能企业营销综合效率低于平均水平;不同太阳能企业之间的营销技术效率差距较大;大部分太阳能企业存在输入冗余,所有的太阳能企业存在输出不足。纵向研究表明:只有少数太阳能企业营销绩效3三年始终有效;不同太阳能企业之间的营销效率差距较大;大部分太阳能企业的营销绩效逐年下降。最后从充分发挥市场机制、合理投入和配置营销资源、重新审视营销对象三方面提出对策建议。
[Abstract]:This paper constructs an index system for evaluating the marketing performance of solar energy enterprises. Taking solar energy listed companies as samples, the paper evaluates the marketing performance of solar energy enterprises from the horizontal and vertical aspects by using the method of data envelopment analysis (DEA),). The horizontal research shows that the marketing comprehensive efficiency of most solar energy enterprises in our country is not effective, half of the solar energy enterprises' marketing comprehensive efficiency is lower than the average level, and the difference of marketing technology efficiency between different solar energy enterprises is large. Most solar energy enterprises have input redundancy, all solar energy enterprises have insufficient output. The longitudinal study shows that only a few solar energy enterprises' marketing performance has been effective for 3 years; the difference of marketing efficiency between different solar energy enterprises is large; and the marketing performance of most solar energy enterprises is declining year by year. Finally, the countermeasures and suggestions are put forward from three aspects of giving full play to the market mechanism, rationally investing and allocating marketing resources, and reexamining the marketing objects.
【作者单位】：中原工学院经济管理学院;
【基金】：河南省社会科学规划项目“河南新能源产业发展模式及支持体系研究”(批准号:2013BJJ082) 河南省重点人文社科基地研究项目“生产者责任制度下的电子废弃物管理模式研究”(批准号:2011JD020)
【分类号】：F426.2;F274

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