Research on Comprehensive Evaluation of Network Marketing Performance in O2O Model-Measuring by GIOWA Operator

Wanxin Xue, Yilei Pei, Dandan Li
2014 Journal of Electronic Commerce in Organizations  
O2O is a new E-Commerce model, and has become an important strategy for the development of enterprises, which can improve not only corporate performance, but also corporate recognition through the combination of online and offline interaction. How to evaluate the effect of network marketing in O2O model scientifically and effectively will become the new research focus. Based on the GIOWA operator method, this paper determines important indicators of evaluating network marketing performance in
more » ... O model, establishes the comprehensive evaluation system of network marketing performance in O2O model, and uses the AHP method to determine weights. Through the example, this method can be effectively applied to the evaluation of network marketing performance in O2O model of enterprises.
doi:10.4018/jeco.2014100102 fatcat:3fbxxcrdebbcnbfxekzycdkbve