원문정보
초록
영어
Influenced by many factors, enterprise marketing capability is essential for improving the enterprise marketing competitiveness and its sustainable development. By studying the factors comprehensively and effectively, the enterprise can better recognize their marketing capability and the direction of improvement. This paper studies and analyzes the enterprise marketing capability measure methods and proposes a new one based on fuzzy multi-attribute analysis model. This model recognizes the marketing capability of marketing plans from different enterprises by providing the evaluation indicators of marketing capability measure, establishing related evaluation index system, conducting the membership analysis of different kinds of capability measure indicators, and calculating Euclidean distance and fuzzy subordinate degree of those indicators. Finally, the practicality and feasibility of the model and algorithm is proved by case analysis and verification of marketing plans from different enterprises.
목차
1. Introduction
2. Index Analysis System of Enterprise Marketing Capability
3. Evaluation of Enterprise Marketing Capability based on Multi-attribute Fuzzy Analysis Model
3.1. Program Set of Enterprise Marketing Capability Measure and Index Value Matrix
3.2. The Membership Function of the Analysis Index of Enterprise Capability Measure
3.3. Measure Analysis Index Fuzzy Distance of Marketing Capability
3.4. Model and Algorithm Implementation based on Fuzzy Membership Degree
4. Case Analysis and Verification
5. Conclusion
Acknowledgements
References