基于前景理论和VIKOR的营销竞争情报评价研究

Marketing Competitive Intelligence Performance Based on Prospect Theory and VIKOR

针对营销竞争情报来源的多样性和差异性等特征,采用基于前景理论和VIKOR方法进行情报渠道评价。首先,论文系统总结并诠释了营销情报的内外部来源渠道;其次,结合营销策略制定需求,构建了情报来源评价指标层次模型;再次,结合前景理论和VIKOR方法,给出了评价的基本步骤;最后,运用案例说明了方法应用的可行性。

Concerning the diversity and difference characteristics of the sources of marketing competitive intelligence, the article evaluates the sources based on the prospect theory and VIKOR method. Firstly, the article summarizes the internal and external sources of marketing intelligence; Secondly, the article builds an evaluation hierarchical model of intelligence sources combined with the development of marketing strategy ; Thirdly, the article gives the basic steps of the evaluation based on prospect theory and VIKOR method; Finally, a case is used to illustrate the application feasibility of the method.