摘要
文章重点研究汽车4S店营销流程问题,通过数字化技术对服务流程进行改进,基于公域流量、私域流量和商域流量3个方面建立汽车4S店服务流程体系,采用DEMATAL方法对这3个方面进行定性分析,找出影响要素及影响度,最后在指标体系的基础上,采用网络层次分析法(ANP)对各评价指标的权重进行计算。
The auto 4S shop marketing process is focused,and the service process is improved through the digital technology.Based on three aspects inculding the public domain traffic flow,business domain and private domain,auto 4S shop service process system is set up.The DEMATAL method is used for qualitative analysis of three aspects to find out the influence and influence degree of elements.Finally,based on the index system,the network analytic hierarchy process(ANP)is used to calculate the weight of each evaluation index.
作者
马超
刘雪苗
张激扬
MA Chao;LIU Xuemiao;ZHANG Jiyang
出处
《上海汽车》
2022年第6期57-62,共6页
Shanghai Auto
