Research on Enterprise Marketing Risk Evaluation Based on Group Decision and Grey System Theory

Traditional risk assessment methods have some defects to varying degrees. The marketing risk evaluation model based on heterozygous decision making and grey system theory applies multi-expert consultation mechanism to determine the weight of each evaluation index, and then the grey evaluation model is used to evaluate the marketing risk of enterprises. The case study shows that compared with other methods, this method not only effectively solves the problems of incomplete information, multiple evaluation indexes and collinearity of some indexes in the marketing risk evaluation of enterprises, but also easily finds the potential factors that lead to the marketing crisis