Comprehensive evaluation of marketing channel risk of beverage enterprise on the basis of GRA-Fuzzy-AHP
by Yihong Xu; Mengju Shi; Hao Chang; Qiushuang Wei; Suhua Wang
International Journal of Information Technology and Management (IJITM), Vol. 14, No. 2/3, 2015

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.

Online publication date: Sat, 04-Apr-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Information Technology and Management (IJITM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com