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《市场营销》课程是高校经管类专业的专业核心课程之一,该课程的核心内容是要求学生采用案头调研和实地调研的方法对市场进行调查分析设计营销方案,并对营销方案实施效果进行绩效评估.由于企业营销绩效是一个多因素组成的相互影响的综合体系,因此需要对综合水平进行评估.均方差决策法正是通过构建指标体系、赋予指标权重并计算综合评价的一种多目标综合方法.因此,结合教学实践借助案例分析法总结了均方差决策法在企业营销绩效中的应用思路和步骤.
Marketing is one of the professional core courses of economics and management in colleges and universities. The core content of this course is to require students to conduct market investigation and analysis on the basis of desk research and field research and design of marketing programs and performance of marketing programs Evaluation.As the enterprise marketing performance is a multifactorial and integrated system, it is necessary to evaluate the comprehensive level.The mean square error method is a multi-objective synthesis method that constructs the index system, gives the index weight and computes the comprehensive evaluation Method.Therefore, combined with teaching practice with case analysis method summed up the mean square error method in the application of corporate marketing performance ideas and steps.