IDEAS home Printed from https://ideas.repec.org/a/ids/ijitma/v14y2015i2-3p133-145.html
   My bibliography  Save this article

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

Author

Listed:
  • Yihong Xu
  • Mengju Shi
  • Hao Chang
  • Qiushuang Wei
  • Suhua Wang

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.

Suggested Citation

  • Yihong Xu & Mengju Shi & Hao Chang & Qiushuang Wei & Suhua Wang, 2015. "Comprehensive evaluation of marketing channel risk of beverage enterprise on the basis of GRA-Fuzzy-AHP," International Journal of Information Technology and Management, Inderscience Enterprises Ltd, vol. 14(2/3), pages 133-145.
    • Handle: RePEc:ids:ijitma:v:14:y:2015:i:2/3:p:133-145
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=68492
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijitma:v:14:y:2015:i:2/3:p:133-145. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=18 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.