A Study of Marketing Capabilities and Their Performance Impact Based on SWOT Matrix Modeling

Abstract

Marketing capability is a vital resource capability, this paper first utilizes the gradient descent algorithm to calculate the matrix decomposition problem and mine the relevant data of marketing capability. Then combined with the ANP algorithm, it solves the problem of the SWOT algorithm being unquantifiable. It constructs a SWOT-ANP strategy analysis model, and empirically examines the influence of enterprise strategy and performance. The model is applied to the enterprise’s marketing capability, with performance relationship as the target layer, SWOT as the criterion layer, and the weight values of 15 influencing factors are calculated through the network hierarchy. The weight of the opportunity layer in the local weight is higher than that of the disadvantage layer, which leads to the influence of sub-influence factors, and the highest weight of the disadvantage influence factor is 0.04388 lower than the lowest influence factor of opportunity. Combining with the factor intensity score value, the integrated performance influence of O, T, S, and W is calculated to be 8.438, 6.00747, 7.42637, and 7.69062, respectively, and the sample is obtained through the strategy positioning The development strategy of the enterprise is S-T strategy.

Keywords

• gradient descent
• matrix decomposition
• swot-anp strategy analysis model
• factor intensity
• marketing capability
• 90b60