摘要
基于企业官网营销驱动模式分析,在充分发挥网站效用价值的状态下对安徽省2020~2021年电子商务示范企业官方网站开展研究,从营销展示、营销内容、功能服务、技术性能4个方面构建层次结构模型,再运用层次分析法和熵权法相结合计算出综合指标权重,进而对安徽省电子商务企业官网开展评价研究。最后提出加强电子商务企业品牌官网建设意识、挖掘官网的营销价值和建立官网日常维护制度的建议,以期进一步提升电子商务企业官网的营销效果。
Based on the marketing driven model analysis of the enterprises’official website,this paper studies the official website of the e-commerce demonstration enterprises in Anhui Province from 2020 to 2021 under the condition of giving full play to the utility value of the website.A hierarchical structure model is constructed from four aspects of marketing display,marketing content,functional services,and technical performance.,Then the comprehensive index weight are calculated by using the combination of AHP and entropy method.And then the evaluation research is carried out on the official website of Anhui e-commerce enterprises.Finally,suggestions are put forward to strengthen the awareness of e-commerce enterprises’brand official website construction,explore the marketing value of the official website and establish the daily maintenance system of the official website,in order to further improve the marketing effect of the e-commerce enterprises’official website.
作者
朱童
ZHU Tong(School of International Business,Anhui International Studies University,Hefei 231201,China)
出处
《荆楚理工学院学报》
2023年第4期22-30,共9页
Journal of Jingchu University of Technology
基金
安徽省高校人文社会科学一般研究项目(SK2021B007)。
关键词
电子商务企业
营销驱动
官网评价
层次分析法
熵权法
e-commerce enterprises
marketing driven
official website evaluation
AHP
entropy method
