Title: Comprehensive evaluation of marketing channel risk of beverage enterprise on the basis of GRA-Fuzzy-AHP

Authors: Yihong Xu; Mengju Shi; Hao Chang; Qiushuang Wei; Suhua Wang

Addresses: Jianghan University, Wuhan, 430056, China ' Zhongnan University of Economy and Law, Wuhan, 430073, China ' School of Economics and Management, North China Electric Power University, Beijing, 102206, China ' School of Economics and Management, North China Electric Power University, Beijing, 102206, China ' Datang Sanmenxia Power Generation Co., Ltd., Sanmenxia, 472143, China

Abstract: Many risks exist in the competitive beverage market. In this paper, a risk evaluation index system of marketing channel risks of beverage enterprises is established, a comprehensive evaluation model of marketing channel risks of beverage enterprises based on GRA-Fuzzy-AHP method is built, qualitative indexes are quantised by using fuzzy mathematics method, and the index weight is determined by using analytic hierarchy process (AHP) method. On this basis, this paper evaluates the marketing channel risks of beverage enterprises comprehensively by using grey relational analysis (GRA) method. The empirical analysis result proves that the risk evaluation index system of beverage enterprise marketing channels is effective and the evaluation model is feasible, reasonable and scientific.

Keywords: beverage industry; drinks industry; marketing channel risks; grey relational analysis; GRA; fuzzy AHP; analytical hierarchy process; FAHP; comprehensive evaluation; risk assessment; fuzzy logic.

DOI: 10.1504/IJITM.2015.068492

International Journal of Information Technology and Management, 2015 Vol.14 No.2/3, pp.133 - 145

Received: 14 Jan 2013
Accepted: 19 Dec 2013

Published online: 18 Mar 2015 *

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