制造业市场的营销竞争优先权无形要素评价.pdfVIP

Modern Marketing 现代市场营销, 2017, 7(1), 23-34 Published Online February 2017 in Hans. /journal/mom /10.12677/mom.2017.71003 Evaluation of Intangible Factors of Marketing Competitive Priorities in Manufacturing Industry Xisong Liu, Xia Cao, Zeyu Xing School of Economics and Management of Harbin Engineering University, Harbin Heilongjiang st th th Received: Jan. 21 , 2017; accepted: Feb. 14 , 2017; published: Feb. 17 , 2017 Abstract This paper has a systematic research on intangible factors of manufacturing marketing competition priority. Based on the given structure of intangible factors of the manufacturing marketing competitive priorities, evaluation system of intangible elements of manufacturing marketing competitive priorities is constructed, and measure parameters of indicators are proposed. An empirical analysis is conducted for evaluation of intangible factors of manufacturing marketing competitive priorities by using intui- tion fuzzy multiple attribute VIKOR group decision-making methods. This study provides scientific auxiliary decision-making methods for enhancing marketing competitiveness. Keywords Competitive Priorities, Intangible Factor, Marketing, Evaluation 制造业市场营销竞争优先权无形要素评价 刘希宋，曹 霞，邢泽宇 哈尔滨工程大学经济管理学院，黑龙江 哈尔滨 收稿日期：2017年1月21 日；录用日期：2017年2月14 日；发布日期：2017年2月17 日 摘 要 本文对制造业市场营销竞争优先权的无形要素评价进行系统研究，在给出制造业市场营销竞争优先权无 形要素体系结构的基础上，构建制造业市场营销竞争优先权的无形要素评价指标体系，给出指标测度参 数，运用直觉模糊多属性VIKOR群决策的方法，对企业市场营销竞争优先权无形要素评价进行实证分析。 文章引用: 刘希宋, 曹霞, 邢泽宇. 制造业市场营销竞争优先权无形要素评价[J]. 现代市场营销, 2017, 7(1): 23-34. /10.12677/mom.2017.71003 刘希宋 等 本项研究为提升企业市场营销竞争力提供了科学的辅助决策方法。 关键词 竞争优先权，无形要素，市场营销，评价 Copyright © 2017 by authors and Hans Publishers Inc. This work is licensed under the