| 服装企业营销风险评价指标体系的构建 |
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| 引用本文： | 陆亚新.服装企业营销风险评价指标体系的构建[J].北京服装学院学报,2012,32(1):20-28. |
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| 作者姓名： | 陆亚新 |
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| 作者单位： | 北京服装学院商学院,北京,100029 |
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| 基金项目： | 北京市教育委员会科技计划面上资助项目（KM201110012007） |
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| 摘 要： | 从服装企业营销活动的特点出发,参考已有研究成果,从宏观和微观2个方面建立了服装企业营销风险评价指标体系,并应用德尔菲法和层次分析法对指标进行了筛选,确定了指标的相对权重.该营销风险评价指标体系为服装企业及时发现营销问题、适时改变营销策略提供了有效的工具.
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| 关 键 词： | 服装企业 营销风险 指标体系 层次分析法 |
The Index System Construction of Marketing Risks in Apparel Enterprises |
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| LU Ya-xin.The Index System Construction of Marketing Risks in Apparel Enterprises[J].Journal of Beijing Institute of Clothing Technology(Nature Science Edition),2012,32(1):20-28. |
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| Authors: | LU Ya-xin |
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| Affiliation: | LU Ya-xin(School of Business,Beijing Institute of Fashion Technology,Beijing 100029,China) |
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| Abstract: | To comprehensively identify the marketing risks in apparel enterprises,this paper divided the marketing risk into macro-and micro-marketing risk according to the uncontrollable and controllable factors in marketing environment.Based on previous studies and expert advice,this paper ultimately determined the index system of marketing risks in apparel enterprises,which could include 14 observing indicators of macro-marketing risk and 28 assessing indicators of micro-marketing risk,and determined the relative weights of these indicators by analytic hierarchy process. |
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| Keywords: | apparel enterprise marketing risk index system analytic hierarchy process |
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