摘要
主要研究了冷链物流企业电子商务营销绩效评价问题,基于冷链物流企业电子商务营销内涵,构建了包括营销效率、竞争效果、服务质量、网站推广在内的指标体系,并建立了模糊综合评价模型,对冷链物流企业电子商务营销绩效进行了综合分析和评价,对冷链物流企业改善和提高电子商务营销绩效具有一定的参考价值。
In this paper, we mainly studied the evaluation of the e-commerce performance of the cold-chain logistics enterprises, built the index systems concerning marketing efficiency, competition performance, service quality, and website promotion, established the fuzzy comprehensive evaluation model, and at the end analyzed and evaluated comprehensively the e-commerce performance of certain cold-chain logistics enterprises.
出处
《物流技术》
北大核心
2014年第2期136-137,167,共3页
Logistics Technology
基金
2012年教育部人文社科研究项目"基于供应链的零售企业营销策略研究"(12YJAZH150)
关键词
冷链物流企业
电子商务营销
模糊综合评价模型
绩效评价
cold-chain logistics enterprise
marketing
fuzzy comprehensive evaluation model
performance evaluation
