北京理工大学学报：社会科学版
北京理工大學學報：社會科學版
북경리공대학학보：사회과학판
Journal of Beijing Institute of Technology（Social Sciences Edition)
2007年
5期
81~85
,共null页
营销审计 营销绩效 多元回归
營銷審計 營銷績效 多元迴歸
영소심계 영소적효 다원회귀
marketing audit; marketing performance; plural regression
基于制造企业的营销现状，实证研究了营销审计对企业营销绩效的影响，通过构建多元回归模型，对营销审计整体及各要素影响营销绩效的线性和非线性关系进行了验证，表明了整体的线性关系，提出结果控制对营销管理呈现正向的线性关系，而过程控斛对营销管理呈现一定的影响，影响与控制的程度有关等结论。这一发现对提高营销审计的结论及控制的信度和效度有重要的理论和实践指导意义。
基于製造企業的營銷現狀，實證研究瞭營銷審計對企業營銷績效的影響，通過構建多元迴歸模型，對營銷審計整體及各要素影響營銷績效的線性和非線性關繫進行瞭驗證，錶明瞭整體的線性關繫，提齣結果控製對營銷管理呈現正嚮的線性關繫，而過程控斛對營銷管理呈現一定的影響，影響與控製的程度有關等結論。這一髮現對提高營銷審計的結論及控製的信度和效度有重要的理論和實踐指導意義。
기우제조기업적영소현상，실증연구료영소심계대기업영소적효적영향，통과구건다원회귀모형，대영소심계정체급각요소영향영소적효적선성화비선성관계진행료험증，표명료정체적선성관계，제출결과공제대영소관리정현정향적선성관계，이과정공곡대영소관리정현일정적영향，영향여공제적정도유관등결론。저일발현대제고영소심계적결론급공제적신도화효도유중요적이론화실천지도의의。
This paper did empirical analysis about the effect of marketing audit on marketing performance through samples of manufacturing enterprises. Through the establishment of plural regression model, and the validation of linear and non-linear relationship between marketing performance and marketing audit, it brings forward the linear relationship existing in the whole marketing audit, the positive linear relationship from outcome control to the sales management, the influence of process control on sales management, and the influence has something to do with the degree of control, and other conclusions. This finding is important for raising reliability and validity of marketing audit＇s conclusion and control in theory and practice.
