不确定环境下绿色创业多目标决策研究

Multi-objective Decision-Making of Green Entrepreneurship Under Uncertain Environment

消费者的绿色偏好、绿色技术价值以及市场竞争程度的不确定性,导致绿色创业决策不确定特征明显。不同于传统创业单纯的经济追求,绿色创业决策面临着如何实现经济和环境双重目标的压力,绿色创业具有不确定性、多目标特征。利用Von Neumann-Morgenstern效用定理构建的由方案集、状态集、后果集构成的绿色创业多目标决策模型,经过确定极端展望、当量、置换、计算各方案的期望效用和决策等五个计算步骤,从而确定了优选方案。该模型为解决在不确定环境下绿色创业的多目标决策问题提供了的方法。

Consumers′preference to green,green technology value and the uncertainty of market competition degree jointly contribute to the remarkable uncertainty of green entrepreneurship decisionmaking.Different from the pure economic pursuits of traditional entrepreneurship,green entrepreneurship decision-making is faced with the pressure which is how to finish the double objectives of both economy and environment.In allusion to green entrepreneurship′s characteristics of uncertainty and multiple objectives,this paper constructs a multi-objective decision-making model of green entrepreneurship with Von Neumann-Morgenstern utility theorem which includes Solution set,the state set,the result set.The model includes the five calculation steps which determine the extreme prospect,certainty equivalence,replacement,the calculation of expected utility and decision.The model can determine the optimal scheme.The paper provides a practical method for solving multi-objective decision-making of green entrepreneurship under uncertain environment.