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Asia-Pacific Youth Conference on Communication Technology (APYCCT 2010 E-BOOK)

Kunming,China,8.7-8.8，2010

ISBN: 978-1-935068-20-4 Scientific Research Publishing, USA

E-Book 934pp Pub. Date: August 2010

Category: Computer Science & Communications

Price: $120

Title: Marketing Audit of China and the Use of Fuzzy Comprehensive Evaluation Method
Source: Asia-Pacific Youth Conference on Communication Technology (APYCCT 2010 E-BOOK)(Part 6 Network Theory and Technology) (pp 867-869)
Author(s): Cheng Che, College of Economics and Management,China University of Petroleum (Huadong), Institute of the oil’s Marketing andLogistics,Dongy
Abstract: First, this paper put forward the marketing audit content of China.Second,To the Marketing audit, it is extremely difficult to quantitative research. Fuzzy comprehensive evaluation method is proposed to research the marketing audit. In the course of the study, we take use of the fuzzy expert analysis, fuzzy analytic hierarchy process and fuzzy ranking. In the last, Empirical analysis is given. Research findings indicate that the fuzzy method can effectively resolve the question of the audit Marketing Research factors difficult to quantify and effectively reduce the influence of the subjective factors. The fuzzy method can make the marketing audit closer to the actual marketing.
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