商场折扣力度模型的建立与分析

The Establishment and Analysis of the Model about Discount Strength of the Market

摘要: 本文在分析商场打折促销行为的基础上，建立折扣力度模型。商品折扣率是商品折扣力度的直接体现，但不全面，因此考虑引入变量打折态度T，那么折扣力度Z=TP。打折态度由打折商品购买数量G、打折商品个数N_i、打折商品限购数量H_i等三个属性确定，利用多属性决策建立模型T=w₁G+w₂N+w₃H确定打折态度的大小。其中权重由熵权法来确定，最终求出折扣力度Z=(w₁G+w₂N+w₃H)P。最后利用某商场的实际数据分析折扣力度和商场销售量与利润的关系。

Abstract: In this paper, based on the analysis of the discount and promotion behavior of shopping malls, the discount strength model is established. The discount rate of goods is a direct reflection of the discount intensity of goods, but it is not comprehensive, therefore, considering the introduction of variable discount attitude T, then the discount intensity is Z=TP. The discount attitude is determined by three attributes: the purchase quantity, the number of discount commodities, and the limited purchase quantity of discount commodities. The multi-attribute decision model T=w₁G+w₂N+w₃H is used to determine the discount attitude. Among them, the weight is determined by entropy weight method, and finally the discount strength is calculated Z=(w₁G+w₂N+w₃H)P. Finally, the paper analyzes the relationship between discount intensity, sales volume and profit by using the actual data of a shopping mall.