河南科学
河南科學
하남과학
Henan Science
2015年
9期
1661-1667
,共7页
O2O%电子商务企业%营销绩效评价%模糊层次分析法(FAHP)
O2O%電子商務企業%營銷績效評價%模糊層次分析法(FAHP)
O2O%전자상무기업%영소적효평개%모호층차분석법(FAHP)
online to offline(O2O)%e-commerce company%marketing performance assessment%fuzzy analytic hierarchy process(FAHP)
营销绩效评价是线上线下融合的电子商务企业加强经营管理的重要环节，可帮助管理者及时调整营销策略，以增强企业可持续发展的能力。遵循创新性、科学性原则，选取O2O移动应用覆盖率、线上线下协调度等特色指标构建指标体系。运用模糊层次分析法确立营销绩效综合评价模型，以苏宁云商为例验证其可行性，得到的实证结果与实际情况比较相符。
營銷績效評價是線上線下融閤的電子商務企業加彊經營管理的重要環節，可幫助管理者及時調整營銷策略，以增彊企業可持續髮展的能力。遵循創新性、科學性原則，選取O2O移動應用覆蓋率、線上線下協調度等特色指標構建指標體繫。運用模糊層次分析法確立營銷績效綜閤評價模型，以囌寧雲商為例驗證其可行性，得到的實證結果與實際情況比較相符。
영소적효평개시선상선하융합적전자상무기업가강경영관리적중요배절，가방조관리자급시조정영소책략，이증강기업가지속발전적능력。준순창신성、과학성원칙，선취O2O이동응용복개솔、선상선하협조도등특색지표구건지표체계。운용모호층차분석법학립영소적효종합평개모형，이소저운상위례험증기가행성，득도적실증결과여실제정황비교상부。
Marketing performance assessment,as an important part in the operation and management of e?commerce companies with business model of online to offline,can help managers adjust the marketing strategies in time and enhance the ability of sustainable development. Following the principle of innovation and science ,this paper selects characteristic index to build index system,such as the ratio of an application to all applications,coordination degree between online and offline and so on. It builds a model of marketing performance assessment by using fuzzy analytic hierarchy process and then takes Suning corporation as an example to verify the feasibility,finally,the empirical result is consistent with the actual situation.
