基于TOPSIS法的消费者品牌决策逆序消除方法  

Based on TOPSIS Method of Consumer Branddecision Reversed Order Elimination Methods

作　　者：赖素贞[1] 曾卫 LAI Suzheng;ZENG Wei(Zhangzhou Institute of Technology, Zhangzhou, Fujian 363000, China;School of Business, Minnan Normal University, Zhangzhou, Fujian 363000, China)

机构地区：[1]漳州职业技术学院文化创意学院,福建漳州363000 [2]闽南师范大学商学院,福建漳州363000

出　　处：《闽南师范大学学报（自然科学版）》2019年第1期126-132,共7页Journal of Minnan Normal University：Natural Science

摘　　要：随着市场经济的不断发展,消费者在市场商品交易中的主导地位日益增强,消费者品牌决策的重要性也越来越成为学者和企业决策者关注的热点.消费者品牌决策属于多属性决策,在消费者品牌评价和择优过程研究中,TOPSIS法是最为常用的分析方法.然而,TOPSIS分析方法也存在一定的局限性,特别地,当决策对象增减、评价属性改变、理想点变化以及信息权重改变时,都会导致逆序的产生,不合理的逆序问题不利于企业准确把握消费者品牌决策规律.基于此,本文提出一种改进的TOPSIS法,能够杜绝消费者品牌决策过程中正理想点和负理想点变动导致的逆序问题,以期帮助营销决策者更好地把握消费者决策规律,制定科学品牌发展策略.With the market economic development continuously, the dominant position of consumers are increasingly strengthenedin the market, the importance of consumer brand decision-making more and more scholars and business decisionmakers a topic of widespread concern. Consumer brand decision-making is part of Multi-attribute Decision-making. TOPSIS is the most commonly used method in consumer brand evaluation and selection process.However, the TOPSIS method has some limitations. In particular, with the increase and decrease of decision objects, changing in evaluation indicators,altering in ideal points and a change of in information weight leads to the reverse order, unreasonable reverse order will produce the correct marketing Grasp the impact of decision-making rules. Based on it, which this paper offers an improved TOPSIS method to eliminate the problem of reverse order caused by the alter of positive and negative ideal point. Thereby, it can help the marketing decision maker formulate the brand decision scheme more in line with the consumers.

关 键 词：TOPSIS法 逆序 理想点 消费者品牌决策 

分 类 号：G630[文化科学—教育学]