考虑决策者偏好的决策方法在跨境电子商务评价中的应用  

作　　者：朱益平[1,2] 胡媛[1] 张发亮[1] 

机构地区：[1]南昌大学管理学院,江西南昌330031 [2]南昌大学江西发展升级推进长江经济带建设协调创新中心

出　　处：《企业经济》2017年第6期132-137,共6页Enterprise Economy

基　　金：江西省教育厅科学技术研究项目“考虑决策者偏好的多级决策体系在江西发展跨境电商的应用与对策”(项目编号:GJJ160210);南昌大学协同创新中心2015-2016年度应急招标课题“江西跨境电子商务发展和交易平台建设的对策研究”(项目编号:Y1501)

摘　　要：对区域内跨境电子商务发展水平科学客观的评价有助于发展跨境电子商务实践。根据现有研究成果,其评价指标既有定量指标也有定性指标,完全采用客观的信息和方法进行决策,忽略了决策者的主观意愿对评价结果的重要影响,可能会造成与实际工作相脱节的后果。因此,本文将客观数据与决策者主观意愿相结合,建立了基于VIKOR方法的跨境电子商务评价模型,以江西省为例,对其具备代表性的跨境电子商务实体进行打分评价。结果表明,决策者可以通过调整机制系数来调整评价结果,采用区间数的多属性决策方法能更好用于评价跨境电商的发展水平。最后,从政府管理、交易平台建设、协调职能部门三个方面提出了发展跨境电子商务的对策建议,从而为相关部门提供参考。Scientific and objective evaluation of region cross-border e-commerce development level can help develop cross-border e- commerce practice. According to the existing research results, the evaluation index has both quantitative index and qualitative index, entirely adopting the method of objective information to make decisions, ignoring the important influence of decision-makers＇ subjective intent to the evaluation result, which may cause the consequences of the separation and the actual work. Combining the objective data with competent polieymakers＇ will, this paper establishes the cross-border e-commerce evaluation model based on VIKOR method, by taking Jiangxi province as an example, to evaluate the representative cross-border e-commerce entity. The research results show that policymakers can express the subjective intention by adjusting mechanism coefficient, and the interval number multiple attribute decision making method can be better used for evaluation of cross-border business development level. Finally, countermeasures and suggestions on developing cross-border e-commerce are put forward in three aspects from the government management, transaction platform construction, and coordinating functions departments, which can provide a reference for relevant departments.

关 键 词：跨境电子商务 决策者偏好 VIKOR 评价 

分 类 号：F272[经济管理—企业管理]