| 基于相对熵的营销机会模糊评价 |
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| 引用本文： | 杨智,万后芬.基于相对熵的营销机会模糊评价[J].北京工商大学学报(自然科学版),2004,22(2):55-58. |
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| 作者姓名： | 杨智 万后芬 |
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| 作者单位： | 1. 湖南大学,工商管理学院,湖南,长沙,410082
2. 中南财经政法大学,湖北,武汉,430064 |
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| 摘 要： | 针对传统营销机会识别方法中存在的问题,综合运用模糊数学方法和熵的基本原理,采用三角模糊数建立判断矩阵,再根据水平截集和乐观指标,进行模糊区间运算得出相对熵,并依据评价结果的大小对营销机会进行识别.实例计算表明,该方法不仅克服了AHP法的缺点,而且提高了营销机会识别的准确程度.
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| 关 键 词： | 营销机会 模糊数 相对熵 |
| 文章编号： | 1671-1513(2004)02-0055-04 |
| 修稿时间： | 2003年9月11日 |
FUZZY EVALUATION OF MARKETING OPPORTUNITY ON THE BASIS OF RELATIVE ENTROPY MEASURING |
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| YANG Zhi.FUZZY EVALUATION OF MARKETING OPPORTUNITY ON THE BASIS OF RELATIVE ENTROPY MEASURING[J].Journal of Beijing Technology and Business University:Natural Science Edition,2004,22(2):55-58. |
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| Authors: | YANG Zhi |
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| Abstract: | In view of shortcoming on the traditional approach of marketing opportunity identification, presented a new appraising model on the basis of fuzzy mathematics and entropy principle. The model establishes fuzzy judgment matrix by triangle fuzzy number, gives the relative entropy through fuzzy interval arithmetic based on level set and optimistic index, and then identifies the best marketing opportunity according to evaluation. The example showed that the model did not only overcome the weakness of AHP but also increased the veracity of identification. |
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| Keywords: | marketing opportunity fuzzy number relative entropy |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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