服装企业营销风险评价指标体系的构建

The Index System Construction of Marketing Risks in Apparel Enterprises

从服装企业营销活动的特点出发,参考已有研究成果,从宏观和微观2个方面建立了服装企业营销风险评价指标体系,并应用德尔菲法和层次分析法对指标进行了筛选,确定了指标的相对权重.该营销风险评价指标体系为服装企业及时发现营销问题、适时改变营销策略提供了有效的工具.

To comprehensively identify the marketing risks in apparel enterprises,this paper divided the marketing risk into macro-and micro-marketing risk according to the uncontrollable and controllable factors in marketing environment.Based on previous studies and expert advice,this paper ultimately determined the index system of marketing risks in apparel enterprises,which could include 14 observing indicators of macro-marketing risk and 28 assessing indicators of micro-marketing risk,and determined the relative weights of these indicators by analytic hierarchy process.