基于直觉三角模糊数TOPSIS的分销渠道选择方法

A Selection Method for Marketing Channel Based on the TOPSIS of Triangular Intuitionistic Fuzzy Number

随着互联网和科技的不断发展进步,市场营销渠道更加多样,除了传统渠道外,电子营销渠道越来越受广大消费者的喜爱。然而,企业是否一定需要并且能够建立电子分销渠道,是否分销渠道越多越好,企业如何选择最优分销渠道以实现利润最大化,是现阶段企业面临的重要问题。出于对以上问题的考虑,在以往学者研究的基础上,将直觉三角模糊数TOPSIS方法应用于分销渠道的选择中,试图为企业评估分销渠道的优劣提供一种量化方法,使管理者更加科学客观地做出决策。最后通过案例仿真,利用直觉三角模糊数TOPSIS方法在3种分销渠道方案中选择出了最优方案,证实了该方法的有效性和可行性。该方法的提出,为量化分销渠道的选择提供了新的思路,也为管理者科学、高效的管理活动提供了可靠的工具。

With the development of Internet and technology,marketing channel is more diverse. Besides traditional channel, more and more consumers prefer e-channel. However, whether need to and could build e-channel, whether it is much better to build more diverse distributions, and how to choose the best distribution channels in order to maximize profits are some currently important issues facing enterprises. Considering the problems mentioned above, based on the results and works that previous researchers have done, the TOPSIS of triangular intuitionistic fuzzy number method is applied to the choice of dis- tribution channels, to provide a quantitative method for enterprises to evaluate the superiority of distribution channels, so that managers can make decision more scientific and objective. At last, a simulation case, using the TOPSIS of triangular intuitionistic fuzzy number method and picked up the best distribution way, proved the effectiveness and feasibility of this method. This method offers a new way for quantifying the choice of distribution channels, and provides a scientific, efficient and reliable tool for managers.