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首先根据供电企业的特点建立了一套用以评价营销效果的指标体系,采用熵权法来建立评价模型,运用定量与定性相结合的方法来评价供电企业营销效果。然后以一个算例对该方法进行实证研究。结果表明:熵权评价方法能充分考虑获得信息的多少和质量,将其用于评价供电企业的营销效果,可以得出比较中肯客观的结论。
Firstly, according to the characteristics of power supply enterprises, a set of index system is set up to evaluate the marketing effect. The entropy weight method is used to establish the evaluation model, and the quantitative and qualitative methods are used to evaluate the marketing effectiveness of power supply enterprises. Then an empirical study of the method is given. The results show that entropy weight evaluation method can fully consider the quantity and quality of information obtained, and can be used to evaluate the marketing effectiveness of power supply enterprises.