Calculations Of Regional Market Difficulties Degree And Marketing Performance Evaluation

Under the new market competition environment,enterprises pay attention to the improvement of the marketing strategy and attach great importance to the marketing performance evaluation.But most enterprise currently ignored the objective environment of the regional market differences affecting marketing performances.Various factors in different market regions have a certain influence on carrying out marketing activities.That is,we call it regional market difficulties.This paper argues that,in the process of marketing performance analysis,enterprises should eliminate the influence of market difficulty and takes consider of market difficulty in the marketing performance evaluation.So that the results are more fairly reflect the real marketing standards of all regional organizations.So a method based on CRITIC weights method and TOPSIS model is established to calculate regional market difficulties degree.Major content of this paper is as following:First,the paper analyzes the marketing performance evaluation of domestic and foreign development trend and research status.Then,this paper puts forward most of the problems existing in the performance evaluation of enterprise,and come up with the regional market research necessity at present.In the second place,in this paper,the relevant theories about performance evaluation of marketing research,such as the basic concept of marketing,performance,and marketing performance,and performance evaluation of commonly used marketing mode,then puts forward the concept of regional market,and discusses the influence factors of market.The paper puts forward a DEA evaluation model in view of the regional market difficult to measure model of telecom enterprises and marketing performance evaluation method.After that,the paper puts forward a new sorting algorithm on the efficiency of DMUs with using index weights of multiple input and multiple output in DEA.Finally the market difficulty coefficient and DEA methods is combined for empirical analysis.