基于4R-DEA的企业营销策略诊断模型
发布时间：2018-12-24 12:45
【摘要】：为了避免企业营销成本不断增加而生产运营等其它成本却相对下降的现象,本文针对营销策略评价的特点和DEA模型的缺陷,提出了一种4R-DEA的企业营销策略诊断模型。引入理想决策单元,将投入指标取原决策单元中投入指标的最小值,并构造基于投入角度的DEA模型,然后对理想决策单元进行剔除求得松弛变量,最后在决策单元评价时,将其与其他决策单元的线性组合进行比较,以减少运算量。通过实例仿真实验表明,本文提出的改进模型能够较好的完成纵向和横向的企业营销策略评价。
[Abstract]:In order to avoid the phenomenon that the marketing cost of enterprises is increasing and other costs such as production and operation are decreasing, this paper presents a diagnostic model of marketing strategy of 4R-DEA in view of the characteristics of marketing strategy evaluation and the defects of DEA model. An ideal decision making unit is introduced, the input index is taken as the minimum value of the input index in the original decision making unit, and the DEA model based on the input angle is constructed. Then the ideal decision making unit is eliminated to obtain the relaxation variable. Finally, in the evaluation of the decision making unit, the relaxation variable is obtained. It is compared with the linear combination of other decision making units to reduce the computational complexity. The simulation results show that the improved model proposed in this paper can accomplish the evaluation of marketing strategy both vertically and horizontally.
【作者单位】： 广东机电职业技术学院;
【分类号】：F224;F274
本文编号：2390643
[Abstract]:In order to avoid the phenomenon that the marketing cost of enterprises is increasing and other costs such as production and operation are decreasing, this paper presents a diagnostic model of marketing strategy of 4R-DEA in view of the characteristics of marketing strategy evaluation and the defects of DEA model. An ideal decision making unit is introduced, the input index is taken as the minimum value of the input index in the original decision making unit, and the DEA model based on the input angle is constructed. Then the ideal decision making unit is eliminated to obtain the relaxation variable. Finally, in the evaluation of the decision making unit, the relaxation variable is obtained. It is compared with the linear combination of other decision making units to reduce the computational complexity. The simulation results show that the improved model proposed in this paper can accomplish the evaluation of marketing strategy both vertically and horizontally.
【作者单位】： 广东机电职业技术学院;
【分类号】：F224;F274
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