基于模糊综合评价法的我国医药企业营销道德评价研究

目的:为我国医药企业的营销道德评价提供参考。方法:以医药企业为例,从营销的战略层面深入到决策层面,将营销的调研、产品、价格、渠道、促销和日常管理流程均纳入评价指标体系,运用层次分析法确定各个评价指标的权重,用模糊综合评价法进行营销道德评价的实证分析。结果与结论:构建了适合我国医药企业的营销道德评价体系,并运用数学方法进行科学、合理、客观的定量评价,具有可操作性。

Study on the Marketing Ethics of Chinese Pharmaceutical Enterprises Based on Fuzzy Comprehensive Evaluation Method

OBJECTIVE ： To provide reference for the evaluation of the marketing ethics of pharmaceutical enterprises in China. METHODS： Taking pharmaceutical enterprises as examples, the marketing of drugs was analyzed from strategy field to decision field. Survey, product, price, channel, sales promotion and daily management process were all included in evaluation system. The analytic hierarchy process was used to determine the weight and fuzzy comprehensive evaluation method was adopted for the empiri- cal analysis of ethics evaluation. RESULTS ＆ CONCLUSIONS： The paper set up the evaluation index system for marketing ethics of the pharmaceutical enterprises in China. Math methods are used for scientific, reasonable, objective and quantitative evaluation of marketing ethics, which would be practical.