文献类型：会议论文

英文题名：Research on Network Marketing Performance Evaluation Based on GIOWA Operator

作者：Xue, Wanxin[1];Pei, Yilei[1];Li, Dandan[1]

第一作者：薛万欣

通讯作者：Li, DD[1]

机构：[1]Beijing Union Univ, Coll Management, Beijing 100101, Peoples R China

第一机构：北京联合大学管理学院

通讯机构：[1]corresponding author), Beijing Union Univ, Coll Management, Beijing 100101, Peoples R China.|[1141755]北京联合大学管理学院;[11417]北京联合大学;

会议论文集：4th International Conference on Logistics, Informatics and Service Science (LISS)

会议日期：JUL 23-26, 2014

会议地点：Beijing Jiaotong Univ, Sch Econ & Management, Beijing, PEOPLES R CHINA

主办单位：Beijing Jiaotong Univ, Sch Econ & Management

语种：英文

外文关键词：GIOWA operator; Network marketing; Performance evaluation; Evaluation system

摘要：Network marketing is an important part of marketing strategy, which can not only improve the performance of enterprises, but also enhance the brand recognition. Enterprises are increasingly concerned about network marketing. How to evaluate the effect of network marketing scientifically and effectively has become the current research focus. Based on the GIOWA operator method, this paper determines important indicators of evaluating network marketing performance, establishes the comprehensive evaluation system of network marketing performance, and uses the AHP method to determine weights. Through the example, this method can be effectively applied to the evaluation of network marketing performance of enterprise.