基于组合赋权和灰色关联TOPSIS的电子商务代运营服务商选择研究

Research on E-commerce Agent Service Provider Selection Based on Combination Weighting and Grey Relational TOPSIS

专业的电子商务代运营服务商能较好地降低电商服务成本,提高电商运营效率,成为众多中小实体企业进入电商行业的必然选择。为便捷有效地对电子商务代运营服务商进行综合评价与选择,建立了基于DEMATEL、熵权法组合赋权与灰色关联TOPSIS相结合的多属性综合决策方法。首先,将DEMATEL计算的权重和熵权法计算的熵权采用乘法合成法组合赋权;其次,将TOPSIS计算的相对接近程度和灰色关联分析计算的灰色关联度进行混合计算,通过灰色关联贴近度完成备选方案的排序和优选;最后,利用建立的评价方法对婴儿床制造企业Q公司选择电子商务代运营服务商开展了实证分析。从实证分析可以看出,这种评价方法可以为中小企业选择电子商务代理运营服务商提供一种更加便捷有效的优化方法。

Professional e-commerce agent operators can reduce e-commerce service costs and improve e-commerce operation,which has become a choice for many small and medium-sized enterprises.To conduct comprehensive evaluation and selection of e-commerce agent operation service providers,a multi-attribute decision making method based on DEMATEL,entropy weight combined with grey relational TOPSIS is established.Firstly,the weight calculated by DEMATEL and the entropy weight calculated by entropy weight method were combined by the synthesis method.Secondly,the relative proximity calculated by TOPSIS and the grey Relational calculated by grey relational analysis were mixed.Finally,using the established evaluation method,an empirical analysis is carried out on the choice of e-commerce agent operation service providers by Q Company,a baby bed manufacturing enterprise.It can be seen from the empirical analysis,this method can provide a convenient optimization method for small and medium-size enterprise to choose e-commerce agent operation service providers.