期刊论文

中文

情报杂志

1002-1965

2015

34

10

16-21

10.3969/j.issn.1002-1965.2015.10.003

国家自然科学基金“面向复杂大群体的有限服务资源分配协调决策研究”（编号：71271116） 教育部人文社会科学基金“异质群体交互式决策方法及应用研究”（编号：12yjc630044）资助.

本校为第一机构

针对营销竞争情报来源的多样性和差异性等特征，采用基于前景理论和 VIKOR 方法进行情报渠道评价。首先，论文系统总结并诠释了营销情报的内外部来源渠道；其次，结合营销策略制定需求，构建了情报来源评价指标层次模型；再次，结合前景理论和 VIKOR 方法，给出了评价的基本步骤；最后，运用案例说明了方法应用的可行性。

Concerning the diversity and difference characteristics of the sources of marketing competitive intelligence, the article evaluates the sources based on the prospect theory and VIKOR method. Firstly, the article summarizes the internal and external sources of marketing intelligence; Secondly, the article builds an evaluation hierarchical model of intelligence sources combined with the development of marketing strategy ; Thirdly, the article gives the basic steps of the evaluation based on prospect theory and VIKOR method; Finally, a...