基于AHP消费者产品选择模型研究毕业论文.docVIP

摘  要  社会生产力的迅猛发展和市场竞争的日益加剧导致了供求关系的根本变化，生 存和发展的压力迫使企业必须努力为消费者提供比竞争对手更多的顾客让渡价值。 而对消费者产品选择评价依据及方式的深入把握，无疑是使其能够做出针对性的营 销决策以提高产品或服务质量，达到顾客满意，促成顾客购买，进而培养顾客忠诚 的前提和基础。 基于这种营销实践的需要，本文针对复杂型购买过程中个体消费者的产品选择 评价行为引入了结合模糊评价的层次分析方法，以此为工具和思路来研究消费者选 择评价产品的指标体系，消费者对这一体系中对各评价指标的重视程度，同一产品 各属性为消费者提供效用的相对大小和消费者在自己对产品属性认知基础上做出选 择决策的具体方法。具体来说，就是通过比较赋权的方式分析同一产品不同属性对 消费者的重要程度，以及同一属性上不同产品表现的优劣；通过对产品属性数据的 标准化处理解决各评价指标间不可公度的难题；以某储户对储蓄银行的选择评价为 例简，要介绍上述方法的实际应用。 论文研究为企业分析消费者产品选择评价行为提供了一个定性和定量相结合的 工具。但这种方法主要以复杂型购买中个体消费者的选择评价行为为适用和研究对 象，在对低消费者介入或低产品差异下的消费者购买以及群体消费者产品的选择评 价进行分析时存在着不足，有待进一步的深入研究。  关键词：复杂型购买  产品选择  多属性决策  层次分析  I Abstract The rapid development of social productive forces and the competition in the market has led to fundamental change of relationship between supply and demand. Survival and development pressures have forced enterprises to make efforts to provide consumers with more Customer Transfer Value than the competitors. Undoubtedly, the in-depth grasp of customer’s products evaluation, is the base in making correct marketing decision and promoting the purchase of the customer. Based on the need of marketing practice, this paper introduced the fuzzy AHP to research the consumer’s system of product evaluating, the different degree of attention to product indicators, specific ways of product selection. Specifically, it’s to inspect the different importance of one product attributes to the consumers and the different merits of the same product attributes of different products by contrast. And finally, an example of a bank depositor’s bank choose is given to illustrate the application of this method The paper has given enterprise a qualitative and quantitative combined tool to inspect the evaluation of consumer choice behavior. However, this method is too complex in many circumstances, and it’s also very difficult to solve a number of consumer choice behaviors, which requires us to make further study.  Key words: complex purchase  products selection  MADM  AHP  II 独创性声明 本人