摘要
FMCG市场竞争激烈,分销渠道种类多而复杂,渠道中存在着各种各样的风险。为了最大限度地减少风险对营销渠道和企业的损害,需要一套完整的风险评价体系来评估风险。论文结合模糊数学的理论知识,构建了FMCG分销渠道风险评价指标体系,采用问卷调查法,以武汉城市圈饮料行业为例,运用层次分析法和模糊综合评价法对渠道风险进行综合评估。
FMCG market competition heats up; distribution channels is various and complex ; there are a variety of risk in FMCG distribution channels. Therefore, we need a complete set of risk assessment system of distribution channels risks in order to take action to avoid loss. In this paper, with the fuzzy theory, we construct the FMCG distribution channels risk assessment system, using questionnaire survey to Wuhan city circle beverage industry. We apply AHP and fuzzy comprehensive evaluation method for comprehensive assessment of the risk sources.
出处
《上海管理科学》
CSSCI
2011年第1期33-39,共7页
Shanghai Management Science
基金
武汉市高校教育科研项目"基于模糊数学的FMCG分销渠道风险评估及规避路径研究以武汉城市圈饮料企业为例"(项目负责人:许以洪
立项号2009K008)
关键词
FMCG
分销渠道
中间商
模糊综合评价
FMCG
Distribution channel
Distributorl
Fuzzy comprehensive evaluation
