TOPSIS Tobacco Business Enterprise Based on Entropy Weight Method Cigarette new product evaluation model construction
Xudong Wu · Highlights in Business Economics and Management · 2023
The tobacco industry takes brand as the core of resource allocation of marketing elements, which is an innovative initiative of the decisive role of market resource allocation. Improving the evaluation system of brand specifications is a key link in promoting moderate brand competition and giving play to the core role of brand resource allocation. At present, tobacco commercial enterprises mainly draw on the brand competitiveness evaluation system, but lack of perfect new product competitiveness evaluation system, resulting in brand cultivation is not precise enough, and new product exit is difficult to market. In this paper, by interpreting the connotation of cigarette new product competitiveness of tobacco commercial enterprises, from the perspective of the whole process of cigarette value realisation, the TOPSIS model is used to construct a comprehensive evaluation model for tobacco commercial enterprises that contains three evaluation dimensions of new product development potential, market status and sales volume scale, and the entropy weighting method is used to assign weights to the seven secondary indicators, so as to provide a solid foundation for the precise cultivation of brands, the evaluation of new products and the market-oriented elimination mechanism of tobacco commercial enterprises. It provides a solid foundation for tobacco commercial enterprises to accurately cultivate brands and improve new product evaluation and market-based elimination mechanism.