熵权双基点法在网络广告效果评估中的应用  

The Application of the Method of Entropy Two-base-point in the Assessing of the Effects of Internet Advertising

作　　者：赵慧芳[1] 张岩[2] 

机构地区：[1]河北工业大学管理学院,天津300130 [2]中国石化润滑油天津分公司,天津300480

出　　处：《统计与信息论坛》2006年第4期84-86,107,共4页Journal of Statistics and Information

摘　　要：文章运用熵权双基点法,对网络广告的社会效果进行了评估。双基点法在一定程度上解决了单方面基于理想点或负理想点进行决策时,未能充分利用已知信息,因而产生偏差的问题,使决策更贴近于实际。In this paper, entropy .two- base-point approach is used to access the soeial effects of intemet advertising. In some extent, the Method of Entropy Two - base - point gets rid of the deviation caused by deficient use of known information in decision - making process only based on ideal point or negative ideal point. Thus, decision result will keep closer to practice.

关 键 词：网络广告 熵权双基点 社会效果评估 

分 类 号：F224[经济管理—国民经济]