Research on Network Marketing Performance Evaluation Based on GIOWA Operator

Wanxin Xue (), Yilei Pei () and Dandan Li ()
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Wanxin Xue: Beijing Union University
Yilei Pei: Beijing Union University
Dandan Li: Beijing Union University

A chapter in LISS 2014, 2015, pp 911-919 from Springer

Abstract: Abstract 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.

Keywords: GIOWA operator; Network marketing; Performance evaluation; Evaluation system (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-662-43871-8_131

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DOI: 10.1007/978-3-662-43871-8_131

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