杨君岐1，任禹洁1*，杨大庆2
（1 陕西科技大学经济与管理学院，陕西西安710021；
2 陕西科技大学食品与生物工程学院，陕西西安710021）
摘要：随着市场化和国际化的深入发展，饮料行业竞争越来越激烈，要想在竞争惨烈的市场中赢得一席之地，必须细化客户市场，开发适销对路的饮料产品。这里选择大学生市场作为目标市场，以对该市场有主要影响的色香味、包装设计、价格等几个方面构建了对拟开发的风味饮料产品的评价指标体系，并通过试饮对大学生市场顾客偏好进行了调查、通过向专家发放调查问卷利用层次分析法对评价指标权重进行计算，构建了基于模糊综合评价法的对大学生风味饮料的偏爱进行了测度的数学模型。同时将该方法应用于实际案例当中，并介绍了在Excel中的实现过程，结果表明本文构建的模型简单易行、结论可信，对开发有关的新产品具有重要的决策意义。
关键词：风味饮料；大学生偏好；模糊综合评价
Measurement of Preference of College Students' Flavored Beverage Based on Fuzzy ComprehensiveEvaluation Method
YANG Jun-qi1，REN Yu-jie1*，YANG Da-qing2
（1 School of Economics and Management，Shaanxi University of Science and Technology，Xi'an 710021，China；
2 School of Food and Bioengineering，Shaanxi University of Science and Technology，Xi'an 710021，China）
Abstract: With the in-depth development of marketization and internationalization，the competition in beverage industry isbecoming more and more fierce. To win a place in the fiercely competitive market，it is necessary to refine thecustomer market and develop marketable beverage products. We selected college student market as the target marketand built the evaluation index system of flavored beverage product from some important aspects，such as color andflavor，packaging design，price，etc. The preference of college student market’s customers was investigated throughtrial drinking. The weight of evaluation index was calculated by using the analytic hierarchy process（AHP）throughdistributing the questionnaire to experts. A mathematical model for measuring the preference of college students’flavored beverage was constructed based on the fuzzy comprehensive evaluation method. At the same time，the methodwas applied to practical cases and the implementation process in Excel was introduced. The results show that the modelconstructed in this paper is simple，feasible and reliable，and has important decision-making significance for thedevelopment of related new products.
Key words: flavored beverage；college students’preference；fuzzy comprehensive evaluation
（2018年第21卷第4期）