Data Envelopment Analysis-based Appraisal of the Validity of Marketing Combination for Small Medium-sized Enterprises (ID: 6-082)

摘要

Effective evaluation for marketing combination is basic to the marketing decision-making for an enterprise. Marketing combination of 4P (product, price, place, and promotion) is a multitiered and multifactor dynamic combination. Because the relationship between every decision variable of SME's marketing combination is very complex, it is almost impossible for us to ascertain the dominant expression accurately. Based on comprehensive analysis and evaluation of multitudinous financial indexes and non-financial indexes related to marketing combination, this paper applies Data Envelopment Analysis (DEA) to evaluate the validity of SME's marketing combination according to its index system. DEA can evaluate relative validity of marketing combination according to the input-output data of every Decision Making Unit (DMU). It can attain the comprehensive efficiency data of every DMU's index without acertaing the dominant expression of input-output. Based on this, DEA can asertain the valid DMU, analyze the reasons of invalid DMU of marketing combination, and further adjust the orientation and degree of DMU's investment scale. Aiming at some unreasonable marketing combination deicisions found during the investigations to many SMEs, this paper uses C~2R model to analyze the input-output data of DMU of SME's marketing combination, and illustrates the application of C~2R model in the evaluation for the validity of SMEs' marketing combination through selecting fifteen SMEs in Hubei province as samples.