国产卷烟新品市场状态评价体系量化研究  

Quantitative study on market state evaluation system of new domestic cigarettes

作　　者：董秉坤 原源 郭兴堃 杨涵 DONG Bingkun;YUAN Yuan;GUO Xingkun;YANG Han(marketing department,China tobacco industry development center,Beijing 100055,China;brand Department of marketing center,Hohhot tobacco company,Hohhot 010020,China;sales management office,China National Tobacco Corporation,Hunan company,Changsha 410004,China;business operation Department of sales branch,China National Tobacco Corporation,Chongqing 400023,China.)

机构地区：[1]中国烟草实业发展中心,北京市100055 [2]呼和浩特市烟草公司,呼和浩特010020 [3]中国烟草总公司湖南省公司,湖南长沙410004 [4]中国烟草总公司重庆市公司,重庆市400023

出　　处：《中国烟草学报》2023年第2期105-110,共6页Acta Tabacaria Sinica

摘　　要：本文从“工、商、零、消”四个维度,构建了涵盖7大指数19项指标的国产卷烟新品市场状态评价体系,通过主观权重(指数度标改进的层次分析法赋权)和客观权重(熵权法赋权)构建组合权重,利用TOPSIS评价法求解相对贴近度,最终得出2019年及2020年国产卷烟新品市场状态水平及排名,一定程度上解决了以往新品评测缺乏科学性的问题。From the four aspects of "manufacturers,wholesalers,retailers and consumers",this paper constructs a new product market state evaluation system,integrating 7 indexes and 19 indicators,combines the subjective weights(improved analytic hierarchy process improved of index scale) with the objective weights(entropy weight),and uses TOPSIS evaluation method to solve the relative closeness coefficient.Moreover,the market status and ranking of new domestic cigarettes in 2019 and 2020 are calculated,which solves the problem of lack of scientific evaluation of new products in the past to a certain extent.

关 键 词：国产卷烟新品 市场状态评价体系 指数度标改进的层次分析法 熵权法 组合权 TOPSIS评价法 

分 类 号：F224[经济管理—国民经济] F426.8F721