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终端资源是终端价值的组成部分,是向消费者传递信息、引导消费行为的窗口,是工商零共同培育品牌的阵地。如何向工业企业和卷烟品牌作合理配置终端资源,确保终端资源配置的公平有序、规范有度是一项重要的工作。基于这一出发点考虑,本文提出了一种基于AHP及加权平均法的卷烟零售终端配置方法,并以阜阳市烟草公司为背景进行了实证研究,验证了配置方法的有效性,同时提出了后续终端资源配置方法的改进方向。
Terminal resources is an integral part of the terminal value, is to deliver information to consumers, guide the behavior of consumer window, is the commercial and industrial zero joint cultivation brand position. How to allocate terminal resources to industrial enterprises and cigarette brands rationally is an important task in ensuring that the allocation of terminal resources is fair and orderly. Based on this starting point, this paper presents a cigarette retail terminal configuration method based on AHP and weighted average method, and conducted an empirical study with Fuyang Tobacco Company as the background to verify the effectiveness of the configuration method, while the follow-up terminal Resource allocation methods to improve the direction.