云南高端卷烟品牌流失客户赢回管理决策的研究

Business Decision - Making Research on Yunnan Ultra Cigarette Brand Management to Lost Customers

运用多准则决策层次分析模型(AHP),以购买高端卷烟的比重,云南品牌认知度,接受焦油含量8mg以下消费者比重,高端卷烟吸烟人群的平均年龄为影响因素,依据企业发展战略,分析提出了多个市场中选择最优市场进行流失客户赢回管理决策的方法和路径。

Based on the enterprise' s development strategy,this paper applied the Analytic Hierarchy Model(AHP ) of multiple criteria decision-making method to analyze all those factors which can influence the market share of Yunnan cigarette brand,including the proportion of ultra cigarette consuming,cognition of Yunnan cigarette brand,acceptance of low tar cigarette(under 8 mg),and average age of ultra cigarette consumers as well.Consequently,methods and path are proposed for business decision - making to select the most proper market and regain customers from multi - market environment.