Abstract
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.
Highlights
This paper proposes an enterprise marketing risk evaluation model based on hybrid group decision making and grey system theory, applies multiexpert consultation mechanism to determine the weight of each evaluation index, and uses grey evaluation model to evaluate enterprise marketing risk, and finds out the source of enterprise marketing risk
The method mainly consists of two steps: attribute weight determination and comprehensive risk diagnosis, all of which rely on the judgment of several experts
The qualitative attribute set is the foundation of the group decision-making process of the overall risk of the whole enterprise, and the attribute weight determination method and risk diagnosis method are its core contents
Summary
This paper proposes an enterprise marketing risk evaluation model based on hybrid group decision making and grey system theory, applies multiexpert consultation mechanism to determine the weight of each evaluation index, and uses grey evaluation model to evaluate enterprise marketing risk, and finds out the source of enterprise marketing risk
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