基于模糊综合评价法下的营销环境审计

Marketing Environment Auditing Based on Fuzzy Comprehensive Evaluation Theroy

大多营销环境审计的研究文献仅仅着重于理论分析,而在实际工作中,确立明确可行的审计分析方法或评定标准则更为重要,这样才能度量不断变化的宏、微观环境,并给予判断.为此研究了营销环境审计的评价指标体系,并给出量化的方法,建立评价-权重矩阵.同时基于模糊理论构造营销环境审计的模糊综合评价法,最后给出应用实例.

Most articles about marketing environment audits are mainly staying in theoretical analysis, especially focusing on the concept of market environment. In practical works, it is more important to specify the auditing method and evaluation index system, so as to judge the changing macro or micro environment concisely. This article carries out index system of marketing environments, sets up the quantative method, and builds up the evaluation-weight matrix, and the auditing method based on fuzzy comprehensive evaluation （FCE） theory, and in the last an experiment is given.