基于模糊综合评判法孕妇装市场满意度评价

Fuzzy Comprehensive Evaluation for Consumer Satisfaction with Maternity Dress

采用模糊综合评判法、问卷调查和访谈法,从孕妇装的外观、功能、舒适、耐久和价格以及这5个方面的若干指标对市场满意度进行评价.建立两层评判指标集,并构造二阶模糊综合评判模型.通过定性和定量分析发现,目前孕妇装市场满意度总体情况一般,不太满意的比重大于满意的比重.舒适满意度相对最好,功能、耐久和外观的满意度次之,价格满意度最差.最后指出了目前孕妇装市场存在的主要问题,为相关企业调整生产和经营方案提供了参考意见.

By employing methods of fuzzy comprehensive evaluation,questionnaires and interviews,this paper evalu-ates five aspects of maternity dress： appearance,function,comfort,durability and price,and establishes two-tier e-valuating indicators and a sub-tier evaluating model.Based on the qualitative and quantitative analyses of the satisfac-tion with maternity dress in the market,it＇s found that consumer satisfaction is not high in general and the proportion of satisfaction is higher than that of dissatisfaction.The satisfaction with comfort ranks the first;the function,durabili-ty and appearance rank the second and the price ranks the last.Based on studies,this paper points out the problems of maternity dress on sale and provides references for enterprises to adjust production,management and market explo-ration.