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针对目前大中型商业企业的经营困境，提出大中型商业企业必须对其市场营销效益进行经常性的控制，并界定了控制的主体及客体，阐明了控制的步骤与方法，论述了营销效益综合评价在效益控制中的应用。
In view of the current operating difficulties of large and medium-sized commercial enterprises, it is proposed that large and medium-sized commercial enterprises must regularly control their marketing effectiveness and define the subjects and objects of control. The steps and methods of control are clarified, and the comprehensive evaluation of marketing benefits Application in Benefit Control.