Abstract: This paper establishes a multilevel fuzzy comprehensive evaluation model which uses  the integrated enduing coefficients to determine the weights of the indexes of the enterprise wechat marketing effect, in order to objectively evaluate the wechat marketing effect and provide the basis for the enterprise to summarize the marketing situation and adjust the marketing strategy. This paper first summarizes and layers the wechat marketing effect factor by the analytic hierarchy process model, then uses the double point entropy method for improved multi index weight processing to obtain the objective weighted value, then evaluates micro channel marketing effect by using the improved fuzzy multi-level evaluation model, and analyzes 5 micro shop marketing effect in the wechat at last. The results show that the wechat marketing effect evaluation model which determines the index weight method based on entropy weight and Delphi method has overcome the process influenced by human factors issues. The improved comprehensive evaluation fuzzy model not only evaluates the wechat marketing effect, but also can reflect the influence of various factors on the results of the evaluation. It also reflects the importance of professional advice. It makes the evaluation results more tally with the actual situation through combining expert opinion and actual data mining.

Key words: wechat marketing effect, evaluation system, integrated enduing coefficients, fuzzy evaluation

摘要： 为了客观地评价微信营销效果，进而为企业总结营销状况、调整营销策略提供依据，提出了运用熵值集成赋权确定指标权重的微信营销效果模糊多级综合评价模型。首先以层次分析模型为基础对微信营销效果的影响因子进行总结并分层，再运用双基点熵权法改进多级指标权重的处理过程，从而得到客观的赋权值，并与Delphi法结合集成赋权确定最终权重，进而运用改进的模糊多级评价模型对微信营销效果进行综合评价，最后对5家微店的微信营销效果做了实证分析。实证应用结果表明基于熵值理论的集成赋权法，不仅克服了现阶段评价方法存在指标赋权过程受人为因素影响较大的缺点，也体现了专业意见的重要性。改进的模糊综合评价模型结合专家意见和实际数据挖掘，评价结果更符合实际情况。

关键词: 微信营销效果, 评价体系, 集成赋权, 模糊评价