A Study on Synthetic Fuzzy Measurement Model of Marketing Competitiveness

Marketing competitiveness is the core of enterprise competitiveness. How to measure and evaluate marketing competitiveness is the important issue that facing enterprises marketing. This study explores the measurement of marketing competitiveness. The authors put forward with a framework for measuring marketing competitiveness including five facets as product, distribution, service, personnel and industry, and propose a fuzzy measurement model basing on the theory of fuzzy mathematics and analytic hierarchy process (AHP). Then, the authors give a numerical illustrative example to test and verify this model. The proposed model can evaluate both individual factor and integrated marketing competitiveness, which can illustrate enterprisepsilas market status. The model provides insight into the creation of marketing competitiveness through managing marketing resource of the product, the distribution, the service, the personnel and the industry, and can be used as a decision guide in marketing management process. Finally, the further research is encouraged to refine and enhance the proposed model.