基于AHP法和BP神经网络的城市综合体营销绩效评价研究  

Research on Marketing Performance Evaluation of Urban Complex Based on AHP and BP Neural Network

作　　者：李俊鹏 LI Junpeng(College of Design Arts,Lanzhou University of Technology,Lanzhou 730050,China)

机构地区：[1]兰州理工大学设计艺术学院,甘肃兰州730050

出　　处：《微型电脑应用》2021年第7期158-162,共5页Microcomputer Applications

摘　　要：利用层次分析法(AHP),从影响城市综合体营销绩效的多方面因素综合考虑选择评价指标,构建城市综合体营销绩效的三层评价体系。以某城市综合体项目为例,采用AHP法计算出各评价指标对于营销绩效的权重,结合调查问卷和专家评分对指标进行评分,从而实现对城市综合体的营销绩效评价。再将AHP法的计算数据作为BP神经网络训练的目标值,运用BP神经网络对专家营销绩效的评估过程进行学习,从而建立基于BP神经网络的城市综合体营销绩效评价模型,并对该模型进行仿真检验。仿真结果表明,该模型适用性强,能够为其他城市综合体营销绩效评价提供一定的借鉴。AHP is used to comprehensively consider the selection of evaluation indicators from various factors affecting the marketing performance of the urban complex,and build a three-tier evaluation system for the marketing performance of the urban complex.Taking an urban complex project as an example,the AHP method is used to calculate the weight of each evaluation index for marketing performance,and the index is combined with a questionnaire and expert score to achieve the marketing performance evaluation of the urban complex.Then the calculation data of the AHP method are used as the target value of the BP neural network training,and the BP neural network is used to learn the evaluation process of expert marketing performance,an BP neural network-based urban complex marketing performance evaluation model is then built.The simulation results show that the model has strong applicability and can provide a certain reference for the marketing performance evaluation of other urban complexes.

关 键 词：城市综合体 层次分析法 BP神经网络 营销绩效评价 

分 类 号：F272[经济管理—企业管理]