企业营销道德模糊综合评价及其应用研究

On Fuzzy Comprehensive Evaluation and its Application on the Enterprise Marketing Ethics

企业营销活动关系市场秩序和人民群众的切身生活,故研究企业营销道德具有理论和现实意义。文章在对国内外企业营销道德研究成果总结的基础上并结合问卷调研给出了企业营销道德价值取向模型,构建了企业营销道德评价指标体系,并建立了模糊综合评价模型,最后结合实例探讨了一种用模糊数学评价企业营销道德的方法。

The enterprise marketing activities concern the market order and people＇s lives, thus, the study of marketing ethics is of theoretically and practically importance. The paper gives the model of marketing ethics values based on the existing research results and the outcome of a question survey concerning this field. It sets the index system of marketing ethics evaluation for enterprises and builds a corresponding model of fuzzy comprehensive evaluation. The method of evaluating the enterprise marketing ethics by adopting fuzzy mathematics is discussed in last part of this paper.