Title: Fuzzy comprehensive evaluation of product marketing management performance under the background of data driven

Authors: Ming Yang

Addresses: Business School, Chongqing College of Electronic Engineering, Chongqing, China

Abstract: In order to overcome the problems of low weight and score values, large fluctuations in indicator membership, and low credibility in traditional methods, this paper designs a new fuzzy comprehensive evaluation method for product marketing management performance under the background of data driven. First, determine financial performance indicators, innovation performance indicators, and market competition performance indicators. Utilise data driven technology to mine and clean performance indicators for product marketing management, combined with dimensionless evaluation indicators and consistency calculation to complete indicator data pre-processing. Build a fuzzy comprehensive evaluation model for product marketing management performance, input pre-processed indicator data into the model and obtain evaluation results. The test results show that the weight and score values of this method are high, the fluctuation of the membership degree of the evaluation index is low and the credibility of the comment results is high.

Keywords: data driven; product marketing; management performance; fuzzy comprehensive evaluation; dimensionless; data driven technology.

DOI: 10.1504/IJPD.2025.144850

International Journal of Product Development, 2025 Vol.29 No.1, pp.35 - 52

Received: 04 Mar 2024
Accepted: 03 Oct 2024
Published online: 05 Mar 2025 *

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