基于AHP方法对线上线下协同发展影响因素的研究

Study of Influencing Factors on Collaborative Development of Online and Offline Based on AHP Method

龚志柱 GONG Zhi-zhu；李晶 LI Jing
（昆明理工大学津桥学院，昆明 650106）
（Oxbridge College，Kunming University of Science and Technology，Kunming 650016，China）

摘要： “互联网＋”时代的到来，引发传统的营销模式的变革，线上线下模式的引入是以企业从传统的线下营销转向以互联网（线上）平台为基础的营销新模式。转型中阵痛不断，问题困难重重。企业营销是否能突破创新，其中一个重要的评判依据就是企业是否触网，以线下线上模式的结合为突破口，企业不断在线上线下营销的结合中找寻适合企业最好的营销战略。研究线上线下企业在发展中协同战略的评价与选择，为企业在找寻新的突破口提供依据，从而在市场竞争中占领先机，更好的发展提供一种选择。
Abstract: The coming of the era of "Internet+" has caused the traditional marketing mode to reform, the mode of online and offline is introduced as a new marketing mode which makes the business transform from the traditional off line marketing to the Internet (online) platform marketing. In the transformation,there are  a lot of difficult problems. Whether the enterprise marketing can get a breakthrough and an innovation, one of the important judgments is whether the enterprise uses networks. To combine online and offline mode as the breakthrough point, enterprises continue to find the best marketing strategy suitable for their own development in combination of the online and offline marketing. Research on the evaluation and selection of the collaborative strategy in the development of the the online and offline provides the basis for the enterprise to find a new breakthrough, so as to seize the opportunity in the market competition, and to provide a choice for better development.
关键词： 互联网+；AHP；线上线下；协同策略
Key words: Internet+；AHP; online and offline；collaborative strategy
中图分类号：F724.2          文献标识码：A             文章编号：1006-4311（2016）36-0070-03
文章出处：龚志柱 李晶.基于AHP方法对线上线下协同发展影响因素的研究【J】价值工程.2016-12-28.