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文章从影响营销活动的各类因素入手,根据其内容、特点及分类,构建了营销风险的预警评价指标体系;从定性与定量相结合的角度出发,应用多级模糊综合评判法对营销风险进行量化评价,对定性分析指标采用专家调查与模糊统计相结合的方法,对定量指标的处理则引入模糊数学的方法,从而实现定性指标与定量指标的结合。
The article starts with all kinds of factors that affect marketing activities, and constructs an early warning evaluation index system of marketing risk according to its content, characteristics and classification. Based on the combination of qualitative and quantitative analysis, the article applies multi-level fuzzy comprehensive evaluation method to marketing risk Quantitative evaluation of the qualitative analysis of indicators using a combination of expert surveys and fuzzy statistical methods, the quantitative indicators of the treatment is the introduction of fuzzy mathematics, so as to achieve the combination of qualitative indicators and quantitative indicators.