| 基于灰色评估理论的鞍钢绿色营销绩效评价 |
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| 引用本文： | 赵曼,刘万兆.基于灰色评估理论的鞍钢绿色营销绩效评价[J].鞍山科技大学学报,2011(2). |
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| 作者姓名： | 赵曼 刘万兆 |
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| 作者单位： | 鞍钢集团矿业设计研究院;辽宁科技大学工商管理学院; |
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| 摘 要： | 针对企业实施绿色营销的绩效评价研究并不成熟的问题,以鞍钢为研究对象,建立了企业绿色营销绩效评价指标体系,利用专家评价法计算出了各指标的影响权重,利用灰色系统理论中的三角白化权函数对鞍钢绿色营销的绩效做了评价。结果表明,鞍钢绿色营销总体绩效评价属于良灰类,企业绩效属于中灰类,生态环境绩效属于优灰类,消费者绩效属于优灰类,社会绩效属于差灰类。
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| 关 键 词： | 绿色营销 灰色系统 绩效 |
Performance evaluation of Anshan I.& S. Group Corporation green marketing based on gray evaluation theory |
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| ZHAO Man,LIU Wan-zhao.Performance evaluation of Anshan I.& S. Group Corporation green marketing based on gray evaluation theory[J].Journal of Anshan University of Science and Technology,2011(2). |
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| Authors: | ZHAO Man LIU Wan-zhao |
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| Institution: | ZHAO Man1,LIU Wan-zhao2(1.Mine Design Institute of Anshan I.& S.Group Corporation,Anshan 114004,China,2.School of Business Adiministration,University of Science and Technology Liaoning,Anshan 114051,China) |
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| Abstract: | According to the problems of performance evaluation for green marketing,Anshan I.& S.Group Corporation is taken as the object,a performance evaluation of green marketing is established,and the weight of each index is calculated by using expert evaluation method,the performance evaluation is carried out by using the trigonometrical whitening weight function in gray system theory.The resluts indicate that the performance evaluation of Angang Steel belongs to good gray type,the enterprise performance belongs t... |
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| Keywords: | green marketing gray system performance |
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