文献类型：期刊文献

英文题名：Research on Comprehensive Evaluation of Network Marketing Performance in O2O Model-Measuring by GIOWA Operator

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

第一作者：薛万欣

通讯作者：Xue, WX[1]

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

年份：2014

卷号：12

期号：4

起止页码：13-22

外文期刊名：JOURNAL OF ELECTRONIC COMMERCE IN ORGANIZATIONS

收录：EI(收录号：20151100634923);Scopus(收录号：2-s2.0-84924369888);WOS:【ESCI(收录号:WOS:000444210800003)】；

语种：英文

外文关键词：Comprehensive Evaluation; Evaluation System; GIOWA Operator; O2O Marketing Performance

摘要：O2O is a new E-Commerce model, and has become an important strategy for the development of enterprises, which can improve not only corporate performance, but also corporate recognition through the combination of online and offline interaction. How to evaluate the effect of network marketing in O2O model scientifically and effectively will become the new research focus. Based on the GIOWA operator method, this paper determines important indicators of evaluating network marketing performance in O2O model, establishes the comprehensive evaluation system of network marketing performance in O2O model, and uses the AHP method to determine weights. Through the example, this method can be effectively applied to the evaluation of network marketing performance in O2O model of enterprises.