【摘要】 目前我国在网络营销渠道风险识别评价方面的理论研究几乎没有,这使得实践上企业开展网络营销面临很大的风险。出于当前形势的需要,建立了网络营销渠道风险识别评价指标体系,利用模糊综合评判法,建立了网络营销渠道风险识别评价模型,并对模型中指标的选择、指标权重的设置等进行了研究。最后将该模型应用于某企业一定时期的风险识别问题研究,进一步从实践的角度说明了模型的可操作性。更多还原

【Abstract】 There is not yet a comprehensive metric to identify risks from network-marketing channels,which makes network-marketing enterprises be faced with great risks.For meeting the current situation,a model of network-marketing channels risk evaluation was established,the fuzzy comprehensive evaluation method was used,and based on this study,the focuses were on the analyses of the risks factors.The research of weight settings was done.Finally,the presented model was used in some enterprise,which proved more practical.更多还原