渠道结构有序度的熵模型  

Entropy Model for Order Degree of Channel Structure

作　　者：张喆[1] 黄沛[2] 

机构地区：[1]复旦大学管理学院,上海200433 [2]上海交通大学安泰经济与管理学院,上海200052

出　　处：《工业工程与管理》2007年第3期1-3,共3页Industrial Engineering and Management

基　　金：国家自然科学基金项目(70472029);中国博士后科学基金项目(2005037506)

摘　　要：基于渠道内信息传输的速度和质量,引入速度熵和质量熵概念,在此基础上,构建渠道结构有序度的熵模型,从渠道长度和渠道宽度有序度两方面说明渠道结构有序度,以此从信息传递效率的角度,对渠道结构的有效性进行分析和评价。最后,通过算例对该方法加以说明。Based on velocity and quality of information flow in the marketing channel, the concept of velocity entropy and quality entropy are introduced. On this basis, the entropy model of channel structure order degree is constructed. In this model, from both the order degree of channel length and the channel width, the channel structure order degree is explained, so as to analyze and appraise the validity of the channel structure in terms of efficiency of information transmission. Finally, a numerical example is used to illustrate the proposed model.

关 键 词：渠道结构 有序度 熵 

分 类 号：F279[经济管理—企业管理]