基于AHP与BP神经网络模型的循环经济绿色营销绩效评价  

The Performance Appraisal Research of Circular Economic Green Marketing Based on Analysis Hierarchy Process and BP Artificial Neural Network

作　　者：傅建华[1] 张莉[2] 

机构地区：[1]湖北科技学院经济与管理学院工商管理系 [2]湖北科技学院经济与管理学院财务管理系,湖北咸宁437100

出　　处：《科技管理研究》2012年第20期215-220,242,共7页Science and Technology Management Research

摘　　要：循环经济是一种符合可持续发展理论的经济增长模式,而绿色营销体现了循环经济发展的内在要求。在循环经济的绿色营销绩效评价中,将人工神经网络技术与层次分析主观评价法相结合,构建了企业绿色营销绩效评估的AHP-BP神经网络模型,模型以AHP评价结果为神经网络输入,利用反向逆传播神经网络对评价结果进行训练与检验。通过仿真算例结果表明,该模型既能充分吸收专家评估的隐性知识和经验,又降低了人为主观随意性的缺陷,计算结果准确、方法可行、误差可控,在企业绿色营销绩效评估领域具有推广价值。Circular economy is the mode that accords the sustainable development, and green marketing embody is an inner requirement of the development of circular economy. This paper combines the ANN assessment technology with the AHP mathematic models, and sets up the AHP - ANN model for green marketing performance evaluation. Based on AHP evaluation, a neural network model of green marketing performance evaluation is designed, which is tested on sample attained by AHP. Results show that AHP and Back Propagation （BP） neural network based on the evaluation method for green marketing performance evaluation are feasible, and the error is controllable. This comprehensive evaluation has certain promotional values in the evaluation of green marketing performance evaluation.

关 键 词：循环经济 绿色营销 绩效评价 BP神经网络 层次分析法 

分 类 号：F713.50[经济管理—市场营销] F205[经济管理—产业经济]