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Research on Network Marketing Performance Evaluation Based on GIOWA Operator

In: Liss 2014

Author

Listed:
  • Wanxin Xue

    (Beijing Union University)

  • Yilei Pei

    (Beijing Union University)

  • Dandan Li

    (Beijing Union University)

Abstract

Network marketing is an important part of marketing strategy, which can not only improve the performance of enterprises, but also enhance the brand recognition. Enterprises are increasingly concerned about network marketing. How to evaluate the effect of network marketing scientifically and effectively has become the current research focus. Based on the GIOWA operator method, this paper determines important indicators of evaluating network marketing performance, establishes the comprehensive evaluation system of network marketing performance, and uses the AHP method to determine weights. Through the example, this method can be effectively applied to the evaluation of network marketing performance of enterprise.

Suggested Citation

  • Wanxin Xue & Yilei Pei & Dandan Li, 2015. "Research on Network Marketing Performance Evaluation Based on GIOWA Operator," Springer Books, in: Zhenji Zhang & Zuojun Max Shen & Juliang Zhang & Runtong Zhang (ed.), Liss 2014, edition 127, pages 911-919, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-43871-8_131
    DOI: 10.1007/978-3-662-43871-8_131
    as

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