目标市场的确定，是企业营销工作中的关键环节之一，若目标市场的选择不得当，将会使企业的营销工作由于方向上的错误而导致失败。然而当前许多企业营销工作中目标市场的确定完全凭着主观意志判断进行，其准确性较差。针对这种情况，笔者结合企业实际，采用灰色局势决策方法建立起目标市场决策的定量化决策模型，并在此基础上进行策略优化问题的探讨。

To determine the target market is a top task in the marketing management.If the target market is not selected carefully,the entirety of marketing is affected and even leads to failure because of the wrong direction. However,in many enterprises the target market is judged by subjectivity and the decision lacks accuracy. Based on business practice, a quantitative model is established by the method of the gray situation decision making,and the problem of strategic optimization is discussed.

F274 F713.50

国家自然科学基金资助项目 ( 4 970 10 0 7)