Abstract
In the hope of guiding the beverage enterprises to reduce the marketing channel risks from System Engineering point of view, this paper has studied the marketing channel risks of the beverage enterprises in Wuhan city circle by adopting the methods of AHP and fuzzy comprehensive evaluation. Through literature reviews and factor analysis, and on the basis of questionnaire survey, it has established an assessment target system and a fuzzy comprehensive evaluation model for the beverage enterprises in Wuhan city circle, and conducted a questionnaire reliability and validity analysis by using SPSS13.0. The result shows that the assessment target system is effectual, and the fuzzy comprehensive evaluation method is feasible, reasonable and scientific on the beverage enterprise marketing channel risks.
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