我国鱼糜制品企业营销能力评价指标体系应用

鱼糜制品作为水产品深加工的方向之一，是水产加工业的重要组成部分。近期我国十余家鱼糜制品企业被吊销产品生产许可证，说明鱼糜制品企业的竞争日益激烈。运用评价指标体系来对一家鱼糜制品企业进行营销能力的综合评价，找出该企业的营销能力的优劣势，进而提出针对性的改进建议有一定的现实意义。通过问卷调查和二次文献分析，计算各指标的分值，将各指标的分值结合鱼糜制品企业营销能力评价模型中的指标权重进行综合计算，得到该企业营销能力的具体分值；再对各指标的分值进行分析，探索各指标得分高低的原因，得出提升营销能力的对策。

Application of the Evaluation Index System of the Marketing Ability of Surimi - based Products Corporation

As an important part of the deep processing of aquatic products,the surimi-based products business is confronted to increasing competition,which makes necessary an evaluation system identifying the firm’s marketing capabilities and giving specific suggestions for improvement.Based on the questionnaires and analysis of secondary literature,this paper sets a model to comprehensively figure out the concrete score of the marketing ability of a surimi-based products business,analyzing the factors influencing the index score and offering corresponding countermeasures.