随着中国旅游市场的不断开放,其竞争也日益激烈。而市场营销能力是旅游企业能否在复杂的竞争环境中生存与发展的关键能力。本文构造了评价旅游企业市场营销能力的指标体系,并应用AHP法对旅游企业的市场营销能力进行了评价。与以往单纯应用定性方法评价相比,此方法克服了定性评价方法主观性过强的缺点,为旅游企业更加科学合理的评价自身实力提供了一定的借鉴参考。 With the continuous opening of China’s tourism market, its competition is fierce. And marketing ability is the key ability of tourism enterprises to survive and develop in complex competitive environment. This article constructs the index system of evaluating the marketing ability of tourism enterprises, and evaluates the marketing ability of tourism enterprises with AHP method. Compared with the simple qualitative method applied in the past, this method overcomes the shortcomings of the subjectiveness of the qualitative method and provides some references for the tourism enterprises to evaluate their own strength more scientifically and reasonably.