基于AHP的快递企业绿色营销绩效评价研究

Research on Performance Evaluation of Green Marketing of Express Enterprises Based on AHP

文中通过对快递企业的绿色营销绩效评价,让企业明确自身定位,为今后的绿色发展奠定基础。首先通过文献分析确定从企业、社会以及生态绩效三个方面进行评价;其次利用模糊综合评价法和层次分析法建立评价模型,并以德邦快递为例,对其绿色营销绩效进行评价;最后提出提升企业绿色营销绩效的建议。

In this paper,the performance evaluation of green marketing of express enterprises can help enterprises clearly define their own position,and lay a foundation for the future green development. Firstly,through literature analysis,three aspects of enterprise,society and ecological performance are determined for evaluation. Secondly,fuzzy comprehensive evaluation method and analytic hierarchy process are used to establish an evaluation model,and Deppon Express is selected as a case for the green marketing performance evaluation. Finally,suggestions are put forward to improve green marketing performance.