基于CRITIC和TOPSIS法的电信企业区域市场难度测算.pdf

中国科技论文在线 基于CRITIC 和TOPSIS 法的电信企业区 域市场难度测算 李妍妍，林齐宁** 5 （北京邮电大学经济管理学院） 摘要：在新的市场竞争环境下，电信企业十分注重营销策略的改进，并重视营销绩效评价。 但是目前企业都忽视了区域市场的客观环境差异对营销活动的影响。各区域市场所处的市场 环境是不同的，各种因素的差异对营销活动的影响均有一定的影响，即各区域营销组织是在 10 不同市场难度的区域市场上开展营销活动。本文认为，在企业进行营销绩效分析过程中，应 该消除市场难度对营销绩效的影响，使绩效评价的结果能公平地反映各区域组织的营销水 平，因此企业十分需要对各区域市场进行市场难度测算。本文将 CRITIC 赋权法和 TOPSIS 理想点法相结合，采用实证分析计算出了区域市场难度系数。 关键词：营销绩效；区域市场难度；CRITIC 赋权法；TOPSIS 理想点法 15 中图分类号：F49 Calculations of Telecom Enterprises Regional Market Difficulties degree in based on CRITIC weights method and TOPSIS model 20 LI Yanyan, LIN Qining (School of Economics and Management, Beijing University of Posts and Telecommunications) Abstract: Under the new market competition environment, telecom enterprise pays attention to the improvement of the marketing strategy and attaches great importance to the marketing performance evaluation. But most enterprise are currently ignored the objective environment of the regional market 25 differences affecting marketing performances. Various factors in different market regions have a certain influence on marketing activities. That is, marketing activities are carried out in regional markets with different market difficulties. This paper argues that, in the process of marketing performance analysis, enterprises should eliminate the influence of market difficulty on marketing performance so that the results of the performance evaluation are able to fairly reflect the marketing 30 stan