基于组合赋权法的烟草零售户能力素质评价体系研究——以X市为例
Research on the Capability and Quality Evaluation System of Tobacco Retailers Based on Combination Weighting Method—Taking X City as an Example

烟草零售户作为卷烟营销的末端环节，对烟草行业数字化转型与高质量发展具有重要意义。然而，随着经济水平的逐步提高，诸如零售客户转型速度慢、终端结构不合理等问题日益突出。在此背景下，亟需构建一个科学、合理、全面的评价体系来衡量和测度烟草零售户能力素质，来优化和提升零售户整体素质、巩固和提高客我关系。在理论和实践研究基础上，本文从配合管理、经营水平和数字化运营能力三个维度构建了烟草零售户能力素质评价体系，并采用等权重法、层次分析法和熵权法这种主客观组合赋权法测度了各指标的权重。以X市17000名零售客户为例，该评价体系能有效测算烟草零售户能力素质现状。
As the terminal link of cigarette marketing, tobacco retailers have important significance for the digital transformation and high-quality development of the tobacco industry. However, with the gradual improvement of economic level, problems such as slow transformation speed of retail customers and unreasonable terminal structure are becoming increasingly prominent. In this context, there is an urgent need to build a scientific, reasonable, and comprehensive evaluation system to measure and measure the ability and quality of tobacco retailers, in order to optimize and enhance the overall quality of retailers, consolidate and improve the customer me relationship. On the basis of theoretical and practical research, this article constructs an evaluation system for the ability and quality of tobacco retailers from three dimensions: coordination management, business level, and digital operation ability. The weights of each indicator are measured using a combination of subjective and objective weighting methods such as equal weight method, analytic hierarchy process, and entropy weight method. Taking 17000 retail customers in X city as an example, this evaluation system can effectively measure the current situation of tobacco retailers’ ability and quality.