制造业市场营销竞争优先权无形要素评价  

Evaluation of Intangible Factors of Marketing Competitive Priorities in Manufacturing Industry

作　　者：刘希宋[1] 曹霞[1] 邢泽宇 

机构地区：[1]哈尔滨工程大学经济管理学院,黑龙江哈尔滨

出　　处：《现代市场营销》2017年第1期23-34,共12页Modern Marketing

摘　　要：本文对制造业市场营销竞争优先权的无形要素评价进行系统研究,在给出制造业市场营销竞争优先权无形要素体系结构的基础上,构建制造业市场营销竞争优先权的无形要素评价指标体系,给出指标测度参数,运用直觉模糊多属性VIKOR群决策的方法,对企业市场营销竞争优先权无形要素评价进行实证分析。本项研究为提升企业市场营销竞争力提供了科学的辅助决策方法。This paper has a systematic research on intangible factors of manufacturing marketing competition priority. Based on the given structure of intangible factors of the manufacturing marketing competitive priorities, evaluation system of intangible elements of manufacturing marketing competitive priorities is constructed, and measure parameters of indicators are proposed. An empirical analysis is conducted for evaluation of intangible factors of manufacturing marketing competitive priorities by using intuition fuzzy multiple attribute VIKOR group decision-making methods. This study provides scientific auxiliary decision-making methods for enhancing marketing competitiveness.

关 键 词：竞争优先权 无形要素 市场营销 评价 

分 类 号：F2[经济管理—国民经济]