基于灰色局势决策挖掘理论的物流企业营销策略选择

Selection of Marketing Strategy of Logistics Enterprises Based on Grey Situation Decision Mining Theory

通过分析大数据时代第三方物流企业面临的问题,针对物流企业营销策略模糊、盲目扩张服务范围等缺陷,利用灰色局势决策挖掘第三方物流企业数据信息潜在的应用价值,构建了灰色局势决策模型,并利用该模型对某第三方物流企业制定的营销决策进行了实证分析。研究结果显示:案例中第三方物流企业在制定新的营销策略之后,效果显著高于之前的营销策略,其中新制定的两个营销策略中,第二个营销策略优于第一个营销策略。

In this paper, by analyzing the problems faced by TPL enterprises in the grand data era, we used the grey situation decision technology to uncover the potential applied value of the data and information of the TPL enterprises, established a grey situation decision- making model and used the model to analyze empirically the marketing decision of a certain TPL enterprise. At the end, we analyzed and compared the result of the empirical analysis.