Research on Performance Evaluation Index System and Empirisiam of Network Marketing

DOI

10.2991/isss-18.2018.119How to use a DOI?

Keywords

Network marketing; Performance evaluation; Indicator system; Fuzzy comprehensive assessment; Balanced Scorecard.

Abstract

Conducting network marketing performance evaluation has great significance for enterprises to fully understand their own situation and make optimal marketing decisions, including indicator system construction and empirical research. This paper takes the performance evaluation of network marketing as the research object; Firstly, reconstructing four dimensions based on the in-depth analysis of the differences between the Balanced Scorecard and the network marketing performance evaluation; Secondly, this paper improves the Balanced Scorecard with the system dynamics and analyzes the causality among indicators to construct an evaluation indicator system with a clear hierarchy structure; Thirdly, using the analytic hierarchy process and fuzzy comprehensive assessment as the basic model, taking Dangdang.com as the sample data, an empirical research of network marketing performance is conducted. Finally, the validity and reliability of the indicator system are verified by the indicator validity evaluation method, the accuracy of the empirical evaluation result is 7.77%, and the empirical results and accuracy can satisfy the practical requirements.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yichao Wan
PY  - 2018/05
DA  - 2018/05
TI  - Research on Performance Evaluation Index System and Empirisiam of Network Marketing
BT  - Proceedings of the 4th International Symposium on Social Science (ISSS 2018)
PB  - Atlantis Press
SP  - 579
EP  - 583
SN  - 2352-5398
UR  - https://doi.org/10.2991/isss-18.2018.119
DO  - 10.2991/isss-18.2018.119
ID  - Wan2018/05
ER  -