Marketing Resource Allocation Optimization & Decision-making Base On Goal Planning Model For Company H

For China's construction machinery market,2008 is not a stable and not a normal year. It could be concluded as ups and downs, In 2009, in order to low the effect on China's economic development by the world financial crisis, the Chinese government invests 4 trillion RMB to move the market. Thanks so such for such hot projects. For example, high-speed rail project, Chinese construction machinery enterprises including the H companies gains good income accordingly. Today, what the H companies face is how to change the traditional marketing management model and how to optimize the marketing resources allocation to obtain greater sales and to meet the competitive environment that with high industry concentration degree.Based on this background, this paper focus on analysis for concrete machinery industry market, study H Company's, the traditional heavy industry company, development and marketing actuality. It also analysis the 18 branches ranking caused by changed marketing mode. Finally, to analysis the reasonableness of the marketing resources optimal allocation and propose solutions accordingly. In such a multi-criteria decision-making, in order to determine the various national market grade market, this paper introduces the Analytic Hierarchy Process (AHP) and completes 18 branches ranking, build a target programming model for H company, who looks the preferred regional market as the level Center, assistant the management scientist's software and solve the model. Then to optimize the H Company's marketing resource allocation. Based on this, a set of innovative method to optimize Heavy Industry enterprise marketing resource configuration is formed.Theoretical logic analysis, literature reviews, case studies, etc, combining the qualitative and quantitative research are used in this subject to educe the conclusion, In the AHP, through pairwise comparison matrix to compare the program and project, the comparison result could eliminate certainly the evaluator's own subjective factors influence the final ranking evaluation criteria through the Consistency ratio demonstrated. At the same time, through comparing the goal programming model results with H's kinds of objectives, to certificate that goal programming model results is more suitable for the actual marketing management, also it is helpful to gain more reasonable marketing resources allocation.