基于DEMATEL-ANP的企业绿色营销能力评价指标及其权重研究  

Research on Evaluation Indicators and Weights of Enterprise Green Marketing Capability Based on DEMATEL-ANP

作　　者：朱力 江文奇[1] ZHU Li;JIANG Wen-qi(School of Economics&Management,Nanjing University of Science&Technology,Nanjing 210094,China;Taizhou Institute of Science&Technology,Nanjing University of Science&Technology,Taizhou 225300,China)

机构地区：[1]南京理工大学经济管理学院,江苏南京210094 [2]南京理工大学泰州科技学院,江苏泰州225300

出　　处：《数学的实践与认识》2024年第8期115-127,共13页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71971117);江苏高校哲学社会科学研究项目(2020SJA2414)系列成果。

摘　　要：对绿色营销能力进行评价有助于识别影响企业绿色发展的关键因素,实施有针对性的措施,促进企业可持续发展的同时不断提升其竞争能力.文章首先梳理了绿色营销能力的评价内容,建立4个维度的综合能力评价指标体系,包括绿色领导能力、绿色过程能力、绿色创新能力和绿色营销绩效.其次,运用决策实验室分析法(DEMATEL)分析各指标之间的关联性,绘制指标因果关系图,并且采用网络层次分析法(ANP)对指标的权重进行计算,结合两种方法的结果,计算得出指标的混合权重.研究表明,绿色过程能力、绿色创新能力为原因指标,绿色领导能力、绿色营销绩效为结果指标.驱动企业绿色营销最根本的指标是绿色过程能力、绿色创新能力,最直接的指标是绿色领导能力、绿色营销绩效.中心度结果显示企业在制定绿色营销策略时应当优先考虑提升自身的绿色营销绩效和绿色过程能力,同时根据ANP法结果对权重较高的二级指标进行策略优化,以期持续提升企业绿色营销能力.Evaluating green marketing capabilities helps identify key factors that affect the green development of enterprises,implement targeted measures,promote sustainable development,and continuously enhance their competitiveness.This article first outlines the evaluation content of green marketing capability and establishes a comprehensive capability evaluation index system of four dimensions,including green leadership capability,green process capability,green innovation capability,and green marketing performance.Secondly,the decision laboratory analysis method(DEMATEL)is used to analyze the correlation between various indicators,draw a causal relationship diagram of the indicators,and use the network analytic hierarchy process(ANP)to calculate the weights of the indicators.Combining the results of the two methods,the mixed weights of the indicators are calculated.Research has shown that green process capability and green innovation capability are causal indicators,while green leadership capability and green marketing performance are outcome indicators.The most fundamental indicators driving green marketing in enterprises are green process capability and green innovation capability,while the most direct indicators are green leadership capability and green marketing performance.The centrality results show that when formulating green marketing strategies,enterprises should prioritize improving their own green marketing performance and green process capabilities.At the same time,based on the results of the ANP method,strategies should be optimized for secondary indicators with higher weights,in order to continuously improve the enterprise's green marketing capabilities.

关 键 词：绿色营销能力 评价指标体系 决策实验室分析法 网络层次分析法 

分 类 号：F274[经济管理—企业管理] X322[经济管理—国民经济]