基于模糊理论的电子商务平台综合评价模型  

The Comprehensive Evaluation Model of E-commerce Platform Based on Fuzzy Theory

作　　者：黄鹏[1] 何迪[2] 刘艳[3] 

机构地区：[1]澳门科技大学商学院,澳门519020 [2]通化师范学院工商管理系,吉林通化134000 [3]山西财经大学公共管理学院,山西太原030006

出　　处：《江苏经贸职业技术学院学报》2014年第6期6-9,共4页Journal of Jiangsu Institute of Commerce

摘　　要：随着电子商务的盛行,企业要想在激烈的全球化竞争中生存就必须善于利用各种电子商务平台。以其他研究者在电子商务平台信誉度评价、营销绩效、顾客满意度评价等方面的研究成果为基础,利用层次分析法及灰色理论,把多个评价指标归纳为供应商评价模型以及消费者评价模型两个基础评价模型,最后把两个基础评价模型整合为一个电子商务平台综合评价模型。With the popularity of e-commerce,it is necessary to use a variety of e-commerce platform and participation in global market competition, that if enterprises want to survive in the fierce competition of globalization. Using the analytic hierarchy process（ AHP） and grey theory,this paper takes the existing research results of credibility evaluation, marketing performance, customer＇ satisfaction degree evaluation index of e-commerce platform as a foundation to establish supplier evaluation model and consumer evaluation model by multiple evaluation indices. Finally,the two basic evaluation models were integrated for a comprehensive evaluation model of e-commerce platform.

关 键 词：电子商务平台 评价模型 模糊理论 层次分析法 灰色理论 

分 类 号：F22[经济管理—国民经济]