Construction of Marketing Management Performance Evaluation Model Based on Analytic Hierarchy Process

Abstract

As economic and social development has entered a new stage, the competition faced by developing enterprises is increasing. This article presents a three-tier evaluation system covering five dimensions: financial performance, impact performance, competitive performance, network performance, and innovation performance. This evaluation system aims to comprehensively and multidimensionally reflect the actual effectiveness and potential capabilities of enterprise marketing management. By summing up the weighted scores of each index, the author obtained a comprehensive score of 74.75 for the marketing management performance of Company A. This result indicates that the overall marketing management performance of Company A is at a moderate level, with both commendable aspects and room for improvement. Based on a comprehensive analysis of Company A, the author found that in terms of financial performance, the cost control and profitability of Company A need to be strengthened. This study has reference value for establishing a system for performance evaluation of enterprise marketing management.