基于粗糙集定权的营销渠道风险评价研究

营销渠道风险评价是渠道管理的重要内容,而以前的专家定权的风险评价方法缺乏一定的客观性和准确性。针对现有营销渠道风险评价过程中指标权重确定方法的不足,本文基于粗糙集理论提出更具客观性的定权方法,并结合模糊数学建立营销渠道风险评价模型。最后,通过实例证明此算法的可行性和有效性。

A Risk Appraisal of Marketing Channel Based on Rough Set Fixed Weights

Risk appraisal of marketing channels is an important aspect of channel management, but the previous method of the index weight fixed by experts is lack of some objectivity and the accuracy. In view of insufficiency of the method in the index weight determination, this paper put for-ward a more objective method of determining the weights based on rough set theory, and unifies the fuzzy mathematics to establish Risk assessment model for marketing channel. Finally, its feasibility and the validity were proved by an example.