基于模糊偏序关系的消费者偏好测评

Evaluation of Consumer Preference Based on Fuzzy Partial Ordering Relation

了解消费者偏好是企业营销活动的基础性工作。本文首先利用模糊偏序关系的排序方法,解决消费者偏好的心理测度的模糊性问题,论证了用模糊偏序关系对心理测度进行评价是一种较好的方法;然后利用决策理论中的condorect函数把个人偏好合成群体偏好;最后用实例验证了该方法对消费者偏好进行评价的可行性。

Understanding consumer preference is hasal work of market activity in enterprises. In this paper, first the ordering method with fuzzy partial ordering relation has been imposed to resolve fuzzy problem of psychology measure in consumer preference, and evaluation of psychology measure with fuzzy partial ordering relation has heen proven to he a preferable method,then group decision making has been synthesized by individual preference with condorect function in decision making theory, finally the feasibility of evaluation of consumer preference with the method has been proofed by an example.