基于DEA方法的电信运营商营销费用投放效率评估研究

摘要

According to the characteristics of telecom operators, it uses DEA analysis method to construct marketing cost efficiency eval-uation model, to evaluate the marketing costs on productivity efficiency and scale efficiency, and finds the problems to help the managers to make effective use of marketing cost management.%根据电信运营商的特点，运用DEA有效性分析方法，构建营销费用投放效率评估模型，对营销费用投放的产能效率和规模效率进行评估，查找存在的问题，帮助管理者更有效地管理使用营销费用。