基于AHP和聚类分析法的航空公司网站绩效评价

Performance Evaluation of Airline Website Based on AHP and Clustering Analysis

科学构建航空公司网站绩效评价体系,有助于分析航空公司网站运营情况,对互联网环境下航空公司的信息化发展具有重要意义.以航空公司网站提供的服务项目为主要测评对象,采用层次分析法和聚类分析法,设计并构建了由7个一级指标和57个二级指标组成的航空公司网站绩效评价指标体系.从公司规模、地方特色、地区文化三个角度出发,选择11家样本航空公司网站进行评估、分类和对比分析.结果表明:目前规模大、成熟化、国际化的航空公司在网络营销绩效上显著领先于其他航空公司,充分验证了该方法的科学性和有效性.

Structuring a scientific performance evaluation index system of airline website is important to analyze the operation situation of airline website and develop the airline informatization under the Internet environment.The service items of the airline website were proposed,and a performance evaluation index system of airline website including 7 first-level indicators and 57 second-level indicators was established by using analytic hierarchy process and clustering analysis methods.From three aspects of company size,local characteristics and regional cultures,1l airline websites werer evaluated,classified and analyzed.The experimental results show that the large,experienced and international airlines have higher scores than others,to show the scientificity and effectiveness of the presented method.