基于层次分析法的网络广告发布形式决策研究

The Decision-making Research on Release Form of Network AD Based on Analytical Hierarchy Process

随着电子商务快速的发展,网络广告是电子商务企业进行网络营销必不可少的手段。在层次分析法理论基础上,初步建立了网络广告发布形式的评价决策模型,以最优网络广告发布形式为总体目标,运用APH对各指标进行量化,综合运用评价体系与指标,为企业选择合适的网络广告发布形式提供了决策的依据,对提高网络广告效益、降低网络广告成本具有非常重要的作用。

Along with the rapid development of electronic business,online advertising is an essential part of e-business enterprises to carry out the network marketing methods.B ased on the theory of analytical hierarchy process(AHP),a preliminary network advertising forms of evaluation decision model is established,in the form of the optimal network advertising for the overall objectives,applying AHP to quantify the various indicators,using the evaluation system and the index,for enterprises to choose the appropriate network advertising forms provides decision-making basis,to improve the efficiency of the network advertisement,reduced cost of online advertising has played a very important role.