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Multiple Attribute Decision-making Analyzing and Selecting of Marketing Combination in Small & Medium Enterprise

Author: HuangGang
Tutor: SunXiXiang
School: Wuhan University of Technology
Course: Business management
Keywords: SMEs Marketing mix Multi-objective decision-making Analytic Hierarchy Process
CLC: F274
Type: Master's thesis
Year: 2004
Downloads: 512
Quote: 0
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Abstract


With the increasingly fierce market competition faced by SMEs in China, marketing has increasingly become an inevitable choice for China's small and medium enterprises seeking to develop, as a marketing components and tactical implementation aspects of the marketing mix, because of its strong operational and able to make marketing ideas more clearly by the favor of SMEs in China. However, due to the interaction between SMEs in China marketing mix factors and mechanism of lack of knowledge, can not make a scientific program of the marketing mix decisions, leading to the blindness of SME investment in the marketing mix, not only a waste of corporate resources, and difficult to meet the small and medium enterprises to increase profits, brand, enhance the anti-risk ability of multiple targets, can not achieve the sustainable development of SMEs. Therefore, on the basis of a systematic analysis of the various elements of the marketing mix, a scientific, marketing mix program of general applicability for SMEs decision-making model has a very significant practical significance, is that the meaning of this article. Of text brief understanding of the basics of small and medium enterprises, marketing mix, and multi-objective decision-making from the start, in-depth analysis of the interaction between the marketing mix factors and mechanism, and the use of multi-objective decision-making method is established the SME marketing mix program decision-making model, The main content is as follows: Chapter 1, for small and medium-sized enterprises to facilitate the reader to have a preliminary understanding, the author describes the criteria for the classification of SMEs, characteristics and development environment. In the second chapter, the authors analyzed the marketing status quo of China's small and medium enterprises, marketing concepts, strategies and tactics for SMEs, by describing the relationship of the marketing mix and marketing strategy that has become scientific use of 4ps marketing mix to enhance marketing capabilities of SMEs imperative. The third chapter, the author on the basis of the description in the marketing mix factors function as the basic method, system theory from the qualitative point of interaction and mechanism of the marketing mix factors in-depth analysis. The fourth chapter, the author describes the theory and procedures of decision-making, focusing on the analytic hierarchy process in the multi-objective decision-making method and its mathematical model to analyze and select the SME marketing mix program. The fifth chapter, the authors conclude that the model. The innovation of this paper is that the theory of multi-objective decision analytic hierarchy process is introduced into the the SME marketing mix program decision-making, the model proposed by both the scientific and operational marketing for small and medium-sized enterprises to enhance the ability to provide alternative tools.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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