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

Wanxin Xue, Yilei Pei and Dandan Li
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Wanxin Xue: Management College, Beijing Union University, Beijing, China
Yilei Pei: Management College, Beijing Union University, Beijing, China
Dandan Li: Management College, Beijing Union University, Beijing, China

Journal of Electronic Commerce in Organizations (JECO), 2014, vol. 12, issue 4, 13-22

Abstract: 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.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:12:y:2014:i:4:p:13-22

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