基于多层次灰色评价法的县级卷烟市场评价体系研究——以铜川市卷烟市场为例

Research on county-level cigarette market evaluation system based on multi-level grey evaluation method:a case study of Tongchuan cigarette market

评价县级卷烟市场,有助于更加全面了解县级卷烟市场真实现状,尤其是能够准确评估市场状态等级,以便为市场调控、货源投放、品牌培育和客户服务等提供数据支撑和决策依据。研究中将层次分析法与灰色评价法相结合,选取销量、市场状态、营销效率、客户满意度等7个二级指标,年度卷烟销量、社会存销比、市场净化率、营销服务满意度等19个三级指标,构建一套卷烟市场评价体系,结合铜川市县级卷烟市场实际进行综合评价,并依据评价结果提出指导意见和改进对策。

Evaluating the county-level cigarette market is beneficial for comprehensive understanding of the actual status of the county-level cigarette market and accurately assessing the market status level, thus providing data support and decision-making basis for market regulation, supply of goods, brand cultivation and customer service. In the study, through combining the analytic hierarchy process and the gray evaluation method, a set of scientific, reasonable and systematic evaluation system of cigarette market was established based on seven second-level indicators including sales volume, market status, marketing efficiency, customer satisfaction, etc., and 19 third-level indicators including annual cigarette sales volume, social stock and sales ratio, market net rate, and marketing service satisfaction, etc.Moreover, this study provides guidance and improvement measures based on the actualevaluation results of the county-level cigarette market in Tongchuan City.