企业顾客导向度及其模糊综合评价

Customer-orientation Degree of Film and Its Fuzzy Synthetical Evaluation

通过论述顾客导向战略的实施对于企业获利能力和竞争优势的重要性,指出顾客导向度是评价企业运营与管理状况的重要指标。综合评价指标体系的设计应遵循全面性、代表性、区分性、效用性、相关性、经济性、可操作性等原则,28项指标因素按7项原则划分成4个部分:对顾客导向导的理解度、顾客响应的灵敏度、应用测评度和具体落实度。根据多指标、多层次的特点,建立一个二级递阶模糊综合评价模型对企业的顾客导向度作出评价。

The implement of customer-orientation strategy is very important for enterprises to achieve more profit and competitive advantage. Customer-orientation degree is a very important index for evaluating the condition of running and management. the principles of choosing index is completion, deputation, division, avail, correlation, economy and manipulation. According to the principles, An index system for synthetical evaluating customer-orientation degree is suggested. 28 indexes are measured off 4 parts that include the degree of understanding the customer-orientation strategy, the delicacy degree of responding, the degree of measuring implement and the degree of fulfillment. Finally, a two-layer fuzzy synthetical evaluation method is presented.