The application of fuzzy decision method in the evaluation of network marketing

  • Authors:

  • Laping Han

  • Affiliations:

  • School of Management and Economics, Beijing Institute of Technology, P.R. China and School of Computer Science, Guangdong Polytechnic Normal University, P.R. China

  • Venue:
  • FSKD'09 Proceedings of the 6th international conference on Fuzzy systems and knowledge discovery - Volume 3
  • Year:
  • 2009

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Abstract

As the Internet is getting more and more popular, the types of operations of e-commerce update rapidly. Many entrepreneurs build up on-line stores to get greater profits. Thus, the evaluation of network marketing has become an important research topic. In the process of evaluation, because of the differences in operation styles and the fuzziness of the experts' subjective judgment, the evaluation of the network marketing is difficult to perform. Therefore, based on the fuzzy sets theory and multi-criteria decision-making method, this paper builds up a systematic model to evaluate the performance of network marketing. And according to the systematic model, a decision support system has been presented to help the managers of the network marketing enterprises make strategic decisions more effectively, in order to improve the performance of the network marketing.