作　　者： ;

机构地区： 仲恺农业技术学院经济与管理学院

出　　处： 《企业技术开发》 2004年第7期45-47,共3页

摘　　要： 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 market competition environment becomes severity gradually. And enterprise marketing risk increased continuously. This article starts with various factors that influence marketing activities, building marketing risk forewarning evaluation index system according to their contents, characteristics and species. From combining qualitative and quantitative factors point of view, this article applying multilevel fuzzy integrative evaluation method to evaluate marketing risk. It adopts qualitative index the experts investigate and misty method that covariance combine together and introduces fuzzy mathematic in dealing with quantitative index and realizes to combine qualitative and quantitative index.

关 键 词： 营销风险 预警管理 指标体系 综合评价 模糊综合评判 企业 市场经济

领　　域： [经济管理] [经济管理]