marketing expenditures meaning in Chinese
营销支出
Examples
- Considering that the enterprise cannot research the " customer - enterprise " value deeply , on the basis of that , the paper puts forward evaluating system of customer value in the enterprise according to value contribution , applies ahp to analyze weight of the indexes in consultation with marketing management and selling personnel of the enterprise and relevant experts and then exert clustering analysis and sas software to classify the customers according to the current value and potential value , provide the strategies of the customer classification management . in addition , any resource is exiguity , including economical resource . this paper defines economical resource , puts forward the model of optimum distributing resource and utilizes the method of linear regress equation to get result , which to grope for a new method about calculating marketing expenditure
本文首先界定了客户和客户价值的含义，同时阐述了关系营销中客户价值的理论以及客户价值的影响因素，针对目前“客户?企业”价值的研究还不成熟的研究现状，以及现实中还没有定量分析客户价值大小的方法，本文提出了一套具有可操作性的客户价值评价的指标体系，对客户可以进行比较全面的、多角度的评价，同时采用ahp法对这个评价体系中的各指标因子赋以合理的权重，然后运用聚类分析法和sas统计软件对客户群进行了科学地细分，在此基础上帮助企业制定出不同细分客户群组的营销策略；除此之外，考虑到目前企业对于营销资源的合理分配问题还没有进行过深入地讨论，本着企业经营的根本目的是盈利的原则，论文结合经济学原理以及计量经济学中的多元线性回归分析提出了实现利润最大化的营销资源配置的优化模型，旨在探索一种销售费用最优配置的方法。