CN108694671A - Marketing service site investment analysis method - Google Patents

Abstract

The invention discloses an investment analysis method for marketing service outlets, which comprises the following steps: s1. selecting marketing service outlets that need to be analyzed for investment rationality; s2. designing investment rationality analysis index items through questionnaires; Comparing multiple index items of each pair, constructing a judgment matrix, and obtaining the first set of weight vectors by calculating the judgment matrix; s3. Obtaining the corresponding marketing service network data and normalizing the data to obtain a fuzzy evaluation matrix ; The fuzzy evaluation matrix is calculated by the entropy value method to obtain the second group of weight vectors; s4. The first group of weight vectors and the second group of weight vectors are obtained by using the simple arithmetic mean method to obtain the third group of weight vectors, namely the combined weight vector; s5. Combining the third set of weight vectors and the fuzzy evaluation matrix, the comprehensive evaluation results are obtained, and the obtained comprehensive evaluation results are sorted, and the final conclusion is given according to the sorted results.

Description

Analysis method of marketing service network investment

technical field

The invention belongs to the technical field of intelligent marketing service outlets, and in particular relates to an investment analysis method for marketing service outlets.

Background technique

The investment in marketing service outlets includes site costs, equipment costs, personnel input, and daily operation and maintenance costs.

Although the company's investment in marketing service resources has the significance of basic social responsibility related to the national economy and the people's livelihood, the analysis of marketing service investment can still give reasonable suggestions for the company on how to build and invest in marketing service outlets.

At present, the existing investment analysis methods for marketing service outlets generally have the problems of large subjective influence, low precision, poor accuracy, no data support and poor visualization effect.

Therefore, under the premise of meeting the needs of serving the public, it is very important to carry out the economic analysis of marketing service network investment.

Contents of the invention

The purpose of the present invention is to propose a marketing service network investment analysis method to improve the accuracy and scientificity of the marketing service network investment analysis and reduce the influence of human subjective factors.

In order to achieve the above object, the present invention adopts the following technical solutions:

The investment analysis method for marketing service outlets includes the following steps:

s1. Select marketing service outlets that need investment rationality analysis;

s2. Design investment rationality analysis index items through questionnaires; compare multiple index items designed to construct a judgment matrix, and obtain the first set of weight vectors by calculating the judgment matrix;

s3. Obtain the corresponding marketing service network data and normalize the data to obtain a fuzzy evaluation matrix; the fuzzy evaluation matrix is calculated by the entropy method to obtain the second set of weight vectors;

s4. The first group of weight vectors and the second group of weight vectors are used to obtain the third group of weight vectors by simple arithmetic mean method;

s5. Combining the third group of weight vectors and the fuzzy evaluation matrix to obtain comprehensive evaluation results, sort the obtained comprehensive evaluation results, and give the final conclusion according to the size of the sorted results.

In the above technical solution, the first set of weight vectors can be obtained through questionnaire survey.

The first group of weight vectors is obtained through pairwise comparison of index items by power grid experts, so it is subjective. Since power grid experts have a deep understanding of marketing service outlets, they can reflect the development trend of marketing service outlets to a certain extent.

By making full use of the data of the marketing service network, a second set of weight vectors based on the data of the marketing service network can be obtained. The second group of weight vectors can fully reflect the actual situation of the marketing service network.

In addition, the present invention obtains a third group of weight vectors by performing a simple arithmetic mean method on the first group of weight vectors and the second group of weight vectors, and the third group of weight vectors is combined with the fuzzy evaluation matrix to obtain a comprehensive evaluation result. The result combines subjective and objective factors, which can more fully reflect the role of subjective and objective factors in the evaluation.

Preferably, the data of the marketing service network in step s1 and the data of the marketing service network in step s3 all come from the database of the comprehensive platform of marketing service network.

Preferably, the marketing service network data in the database of the marketing service network integration platform is regularly updated.

Preferably, in step s2, the objects of the questionnaire survey are employees of the marketing service outlets and customers of the marketing service outlets.

Preferably, in step s2, before constructing the judgment matrix, a correlation test is performed on the designed multiple index items.

The above technical solution can reduce redundancy in the designed index items.

Preferably, in step s2, before calculating the first set of weight vectors, the established judgment matrix is checked for consistency:

If the judgment matrix satisfies the consistency test condition, the judgment matrix is retained; if the judgment matrix does not meet the consistency test condition, the judgment matrix is re-modified until the consistency test condition is met.

The above technical solution can avoid arbitrary and irrational construction of the judgment matrix, and make the constructed judgment matrix more in line with the actual situation of the marketing service network.

Preferably, step s3 classifies the designed index items, and selects different normalization functions for different types of index items.

The above-mentioned technical solution can ensure the rationality of the index items after normalization and prevent the normalized results from deviating from expectations.

Preferably, the classification types of the index items include the bigger the better type data, the smaller the better type data and the interval type data.

Preferably, in step s5, the weight vector, comprehensive evaluation results and ranking results are displayed visually.

Preferably, the marketing service outlets include power marketing service outlets, banks or mobile halls.

The present invention has the following advantages:

1. The present invention realizes the intelligence of the marketing service network by analyzing the investment in the marketing service network and analyzing various direct and indirect effects brought by the investment, and analyzes the marketing service network reasonably and scientifically.

2. Since the method provided by the present invention includes three kinds of weight vectors, wherein in the process of using the entropy method to determine the weight, the original data is fully utilized without any artificial factors, and the subjectivity is solved to a certain extent.

Description of drawings

Fig. 1 is a schematic flow chart of the investment analysis method for marketing service outlets in the present invention.

Detailed ways

Below in conjunction with accompanying drawing and specific embodiment the present invention is described in further detail:

As shown in Figure 1, the investment analysis method for marketing service outlets includes the following steps:

s1. Select the marketing service outlets that need investment rationality analysis from the database of the comprehensive platform of marketing service outlets.

s2. Conduct investment rationality analysis index item design through questionnaire survey.

Among them, the objects of the questionnaire survey include the employees of the marketing service outlets and the customers of the marketing service outlets, so as to reflect the direct and indirect benefits caused by the investment in the service outlets and the most intuitive feelings of most users on the service outlets.

Different marketing service outlets correspond to different investment rationality analysis indicators. Taking the electric power business hall as an example, the indicators that affect the rationality of investment in marketing service outlets include investment, income, and social benefits of marketing service outlets.

After obtaining multiple investment rationality analysis index items, there may be situations where two or several index items are highly correlated, such as index item operating income and index item business tax.

Since there is a certain positive proportional relationship between operating income and business tax, it can be considered that the degree of correlation between the two is relatively large.

Therefore, only one of the index items needs to be selected for analysis.

In this embodiment, before constructing the judgment matrix, a correlation test is performed on multiple designed index items, and only one of several index items with a relatively high degree of correlation is reserved, thereby reducing redundancy in the designed index items.

The present invention solves the problem of duplication of evaluation information caused by correlation among evaluation indexes to a certain extent.

After removing redundancy, multiple index items are compared in pairs to construct a judgment matrix. Specifically, the senior experts of the power grid make pairwise comparisons of the index items, fill in the comparison results on the page, and construct the results into a judgment matrix.

Due to the subjectivity in constructing the judgment matrix, it is necessary to conduct a consistency test on the judgment matrix. If the judgment matrix does not meet the consistency test, experts need to modify the judgment matrix until the test passes.

In the above technical solution, the arbitrariness and irrationality of the construction of the judgment matrix can be avoided by performing a consistency check on the constructed judgment matrix, so that the constructed judgment matrix is more in line with the actual situation of the marketing service network.

By calculating the judgment matrix in step s2, the first set of weight vectors is obtained, and the result is saved.

The first set of weight vectors is obtained through pairwise comparison of index items by power grid experts, so it is subjective. Since power grid experts have a deep understanding of marketing service outlets, they can reflect the development trend of marketing service outlets to a certain extent

s3. According to the selected marketing service outlets and index items, obtain the corresponding marketing service outlet data from the database of the marketing service outlet comprehensive platform, and then normalize the data to obtain a fuzzy evaluation matrix.

During normalization, multiple index items are classified, and different normalization functions are selected for different types of index items to ensure the rationality of the results after normalization of the index items and avoid the deviation of the normalized results from expectations.

According to the classification type, the index items include the bigger the better data, the smaller the better data and the interval data.

For example, for cost item indicators:

When the turnover is constant, the lower the cost, the higher the profit of the marketing service network, and the better the business situation. For the indicator item of the number of marketing service outlets within 5 kilometers, it should be within a range. If the number is large, it means that the service outlet is likely to be idle. If the number is small, it means that the service outlet may be too large. busy.

Due to the extensive use of human subjective judgment in the original fuzzy comprehensive evaluation process, the determination of the weight vector has a certain degree of subjectivity. Therefore, the fuzzy evaluation matrix in this embodiment is calculated by the entropy method to obtain the second set of weight vectors.

In the process of using the entropy value method to determine the weight, the present invention makes full use of the original data (marketing service network data) without any artificial factors, and solves the subjectivity to a certain extent.

The second group of weight vectors can fully reflect the actual situation of the marketing service network.

s4. The first set of weight vectors and the second set of weight vectors are used to obtain a third set of weight vectors by a simple arithmetic mean method.

The third group of weight vectors in this embodiment is a combined weight vector, which can comprehensively consider the real data of the service network and the practical significance of the service network in the social environment.

s5. Combining the third group of weight vectors and the fuzzy evaluation matrix to obtain comprehensive evaluation results, sort the obtained comprehensive evaluation results, and give the final conclusion according to the size of the sorted results.

Specifically, the comprehensive evaluation vector is obtained by multiplying the combined weight vector and the fuzzy evaluation matrix. Wherein, the value in the comprehensive evaluation vector corresponds to the marketing service network.

The service outlets are sorted according to the value in the comprehensive evaluation vector, and the sorting result is the comprehensive evaluation result.

Based on the above comprehensive evaluation results, the final conclusion is given. The final conclusion is: for the existing marketing service outlets, the rationality of investment in the marketing service outlets can be analyzed, and suggestions for withdrawal or merger can be drawn based on the analysis results.

The weight vectors, comprehensive evaluation results and ranking results in this embodiment are displayed in a visual way, which is intuitive and clear. Finally, combined with the social adaptability of the marketing service network, the final conclusion is given by expert analysis.

In addition, the marketing service network data in the database of the marketing service network comprehensive platform in the present invention is regularly updated. The business system of marketing service outlets pushes the latest data to the integrated platform of marketing service outlets every once in a while.

Since the marketing service outlets are divided into multiple levels, such as A, B, C, and D four levels.

The scope of business that each level of marketing service outlets can handle is different, so when selecting a marketing service outlet that requires investment rationality analysis, it is necessary to select service outlets of the same level.

By combining various existing marketing information resources and data, the present invention provides optimization strategies for marketing service outlets, improves the external requirements of customer service experience, and better serves various market entities and customers.

The marketing service outlets in this embodiment may include, for example, power marketing service outlets, banks or mobile halls.

Below in conjunction with specific examples, the marketing service network investment analysis method in the present invention is described in detail:

Taking the power marketing service outlets as an example, the data of the corresponding index items of the five service outlets are queried from the system, as shown in Table 1:

Table 1 Data of index items corresponding to service outlets

After analyzing the data, it is found that there is an obvious correlation between income and taxation, so the tax indicator item is excluded. Calculate the fuzzy membership degree of the data according to the index normalization function to obtain the fuzzy evaluation matrix, and the results are shown in Table 2:

Table 2 Fuzzy evaluation matrix

Combining the weights obtained by the AHP with the weights obtained by the entropy method, a set of combined weight vectors is obtained, and the combined weight vectors and the fuzzy evaluation matrix are comprehensively calculated to obtain the final result, as shown below:

[0.431130, 0.263579, 0.474196, 0.381625, 0.587072].

Based on the analysis of the results obtained through the above steps, the ranking of the investment rationality of the five C-level marketing service outlets in a certain city is as follows:

A5 business hall>A3 business hall>A1 business hall>A4 business hall>A2 business hall.

It can be seen that among the five service outlets, the investment rationality of the A2 business hall is the worst, and a suggestion for removal can be given.

Of course, the above descriptions are only preferred embodiments of the present invention, and the present invention is not limited to the above-mentioned embodiments. It should be noted that all equivalent substitutions made by any person skilled in the art under the teaching of this specification , obvious deformation forms, all fall within the essential scope of this specification, and should be protected by the present invention.

Claims (10)

1. marketing service site investment analysis method, which is characterized in that include the following steps:

S1. the marketing service site for carrying out investment analysis on its rationality is chosen;

S2. investment analysis on its rationality index item design is carried out by way of questionnaire survey;Two-by-two by multiple index item of design Between be compared, development of judgment matrix, by the way that first group of weight vectors is calculated to judgment matrix;

S3. it obtains corresponding marketing service dot data and data is normalized, obtain fuzzy evaluating matrix;It is fuzzy Evaluations matrix is calculated by Information Entropy, obtains second group of weight vectors;

S4. by first group of weight vectors and second group of weight vectors, third group weight vectors are obtained using simple arithmetic mean method;

S5. third group weight vectors and fuzzy evaluating matrix are combined, comprehensive evaluation result, and the overall merit knot to obtaining are obtained Fruit is ranked up, and the size according to ranking results provides final conclusion.

2. marketing service site according to claim 1 investment analysis method, which is characterized in that the battalion in the step s1 Sell the database that the marketing service dot data in service network and step s3 derives from marketing service site comprehensive platform.

3. marketing service site according to claim 2 investment analysis method, which is characterized in that the marketing service site Marketing service dot data in the database of comprehensive platform regularly updates.

4. marketing service site according to claim 1 investment analysis method, which is characterized in that in the step s2, ask The object of volume investigation is marketing service site employee and marketing service site client.

5. marketing service site according to claim 1 investment analysis method, which is characterized in that in the step s2, Before development of judgment matrix, correlation test is carried out to multiple index item of design.

6. marketing service site according to claim 1 investment analysis method, which is characterized in that in the step s2, Before calculating first group of weight vectors, consistency check is carried out to the judgment matrix of foundation:

If judgment matrix meets consistency check condition, retain the judgment matrix;If judgment matrix is unsatisfactory for consistency check Condition then remodifies judgment matrix, until meeting consistency check condition.

7. marketing service site according to claim 1 investment analysis method, which is characterized in that, will in the step s3 Multiple index item of design are classified, and inhomogeneous index item chooses different normalized functions.

8. marketing service site according to claim 7 investment analysis method, which is characterized in that in the step s3, refer to The classification type of mark item includes be the bigger the better type data, the smaller the better type data and disordered data.

9. marketing service site according to claim 1 investment analysis method, which is characterized in that in the step s5, power Weight vector, comprehensive evaluation result and its ranking results are shown in a manner of visual.

10. according to claim 1 to 9 any one of them marketing service site investment analysis method, which is characterized in that the battalion Pin service network includes power marketing service site, bank or mobile hall.