Research on Enterprise Marketing Capability Measure Method based on Fuzzy Multi-attribute Analysis Model

Influenced by many factors, enterprise marketing capability is essential for improving the enterprise marketing competitiveness and its sustainable development. By studying the factors comprehensively and effectively, the enterprise can better recognize their marketing capability and the direction of improvement. This paper studies and analyzes the enterprise marketing capability measure methods and proposes a new one based on fuzzy multi-attribute analysis model. This model recognizes the marketing capability of marketing plans from different enterprises by providing the evaluation indicators of marketing capability measure, establishing related evaluation index system, conducting the membership analysis of different kinds of capability measure indicators, and calculating Euclidean distance and fuzzy subordinate degree of those indicators. Finally, the practicality and feasibility of the model and algorithm is proved by case analysis and verification of marketing plans from different enterprises.