Comprehensive evaluation of marketing channel risk of beverage enterprise on the basis of GRA-Fuzzy-AHP

Yihong Xu, Mengju Shi, Hao Chang, Qiushuang Wei and Suhua Wang

International Journal of Information Technology and Management, 2015, vol. 14, issue 2/3, 133-145

Abstract: Many risks exist in the competitive beverage market. In this paper, a risk evaluation index system of marketing channel risks of beverage enterprises is established, a comprehensive evaluation model of marketing channel risks of beverage enterprises based on GRA-Fuzzy-AHP method is built, qualitative indexes are quantised by using fuzzy mathematics method, and the index weight is determined by using analytic hierarchy process (AHP) method. On this basis, this paper evaluates the marketing channel risks of beverage enterprises comprehensively by using grey relational analysis (GRA) method. The empirical analysis result proves that the risk evaluation index system of beverage enterprise marketing channels is effective and the evaluation model is feasible, reasonable and scientific.

Keywords: beverage industry; drinks industry; marketing channel risks; grey relational analysis; GRA; fuzzy AHP; analytical hierarchy process; FAHP; comprehensive evaluation; risk assessment; fuzzy logic. (search for similar items in EconPapers)
Date: 2015
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