| Issue |
E3S Web Conf.
Volume 253, 2021
2021 International Conference on Environmental and Engineering Management (EEM 2021)
|
|
|---|---|---|
| Article Number | 03010 | |
| Number of page(s) | 5 | |
| Section | Environmental Equipment Engineering Management and its Technical Application | |
| DOI | https://doi.org/10.1051/e3sconf/202125303010 | |
| Published online | 06 May 2021 | |
Research on Enterprise Marketing Risk Evaluation Based on Group Decision and Grey System Theory
Associate Professor School of Insurance Shandong University of Finance and Economics Jinan 250014, China
Corresponding author: dechend@163.com
Traditional risk assessment methods have some defects to varying degrees. The marketing risk evaluation model based on heterozygous decision making and grey system theory applies multi-expert consultation mechanism to determine the weight of each evaluation index, and then the grey evaluation model is used to evaluate the marketing risk of enterprises. The case study shows that compared with other methods, this method not only effectively solves the problems of incomplete information, multiple evaluation indexes and collinearity of some indexes in the marketing risk evaluation of enterprises, but also easily finds the potential factors that lead to the marketing crisis.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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