摘要
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.
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.
出处
《河南科学》
2015年第9期1661-1667,共7页
Henan Science
关键词
O2O
电子商务企业
营销绩效评价
模糊层次分析法(FAHP)
online to offline（020）
e-commerce company
marketing performance assessment
fuzzy analytichierarchy process （FAHP）
