中小企业营销组合的多因素分析.pdf

武汉理工大学
硕士学位论文
中小企业营销组合的多因素分析
姓名:曹培刚
申请学位级别:硕士
专业:企业管理
指导教师:孙习祥
20070401
武汉理工大学硕士学位论文
摘要
随着社会主义市场经济的整体推进和日臻完善,中小企业的地位和作用越
来越受到社会各界的重视,对中小企业经营管理相关问题的广泛探讨和深入研
究也愈来愈成为业界和学界的热点。
根据专业理论知识的学习思考和企业实际的调查研究,本文在湖北省科技
攻关课题“湖北中小企业营销战略研究”(2002AA40167)的基础上,以中小
企业营销组合的多因素分析为切入点,对中小企业营销组合的因素进行了系统
分析和深入研究。
论文从营销组合(产品 Product、价格 Price、渠道Pace、促销 Promotion
四大因素的组合,简称为4P组合)的基本概念交代和相关理论介绍入手,结合
中小企业的基本特征,分析了营销组合在中小企业发展壮大过程中的地位和作
用,进而对影响中小企业营销组合的产品、价格、渠道和促销四个方面的因素
的含义和作用进行了系统分析和定性研究。在此基础上,论文进一步运用层次
分析法、灰色关联度分析等方法分别对影响中小企业营销组合的产品因素的各
次级因素、渠道因素的各次级因素进行了定量分析和研究;运用数据包络分析
方法(DEA方法)对中小企业营销组合的整体有效性评价进行了初步探讨。
论文的特色之处在于
1、运用层次分析法对影响中小企业营销组合的产品决策的次级因素进行了
定量分析研究,从营销组合的角度指出核心产品的价值是影响中小企业营销组
合的首要因素,核心产品的价值増值和实体产品的产品质量则是影响产品决策
的最为重要的因素,结合实例进行了说明。
2、运用灰色关联度分析对影响中小企业营销组合的渠道决策的次级因素进
行了定量分析研究,从营销组合的角度排出了灰色关联序,指出影响中小企业
营销组合渠道决策的因素的重要性依次为产品因素、渠道成员因素、市场因素、
生产者因素和消费者需求因素,结合实例进行了说明
3、运用数据包络分析方法对中小企业营销组合的整体性评价进行了初步探
讨,结合实例进行了说明。
鉴于定价因素和促销因素对于中小企业的复杂性和研究条件所限,论文对
定价因素和促销因素没有进一步的量化分析和详细探讨,这是要特别说明的。
关键词:营销组合,多因素分析,层次分析法,灰色关联度分析,
数据包络分析
武汉理工大学硕土学位论文
Abstract
As the overall promotion and gradual perfection of the socialist market
economy, various social circles increasinly attach importance to the status and
function of the medium&small-sized enterprises. The extensive examination and
intensive research on the related issue on management and administration of the
medium &small-sized enterprises has increasingly become the focus of the business
and educational circles
According to the study of the professional theory and the investigation and
study of the enterprises, this thesis, based on the research on the marketing strategy
of Hu Bei's medium &small-sized enterprises" (2002AA401C67),a key research
issue of Hu Bei Province, lays emphasis on the multi-factor analysis of the medium
small-sized enterprises'marketing mix, which makes systematic analysis and
intensive research on these factors
This thesis starts with the basic introduction of the marketing mix (Product
Price, Place and Promotion, 4P for short and the related theories. In the light of the
basic characteristics of the medium small-sized enterprises, it analyzes the status
and function of marketing mix in the process of development of the enterprises and
then makes the systematic analysis and qualitative research on the definitions and
functions of factors which affect the 4P of medium small-sized enterprises
marketing mix. On this basis, the thesis further makes the quantitative analysis ar
research on the secondary factors of product factors and place factors which affect
the medium &small-sized enterprises'marketing mix with application of AHP and
grey correlation degree analysis; next, makes the preliminary investigation on the
overall effective evaluation on the medium & small-sized enterprises'marketing mix
with the application of methods for data envelopment analysis (DEA mthod)
The characteristics of the thesis are as follows
1. With application of AHP, it makes the quantitative analysis and research on
the secondary factors which affect the product decision of medium &small-sized
enterprises marketing mix. Furthermore, it points out that, from the perspective of