一种消费者品牌偏好的模糊排序方法  

A Fuzzy Method of Ranking Consumer's Preference for Brands

作　　者：吴国华[1] 潘德惠[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110004

出　　处：《系统工程理论与实践》2004年第9期28-32,共5页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(50174021)

摘　　要：　为将消费者对品牌属性的模糊评判信息转化为消费者的品牌偏好信息,首先将模糊语义转化为三角模糊数,然后利用模糊数的广义加法、近似乘法及标量乘法计算,从而将消费者对属性的离散意见转化为对某一品牌的综合意见.然后通过定义一种模糊数综合排序指标来确定消费者的品牌偏好顺序.最后还通过一个算例来说明方法的实用性和有效性.In order to transfer individual preference for attributes into preference for brands, the paper uses linear triangular membership functions to capture the vagueness of consumers' semantics. Then it defines a generalized additive function, an approximate multiplication and a scalar multiplication between fuzzy numbers. After that, it integrates the belief levels to the attributes to form an aggregate belief level to a brand. Finally, a ranking index is defined to give the consumers' turn of preference for different brands. In addition a case is studied to illustrate the method's feasibility.

关 键 词：品牌偏好 模糊效用 模糊评价 营销研究 

分 类 号：F713.5[经济管理—市场营销]