基于DEMATAL-ANP方法对汽车4S店数字化营销改进的研究  

Research on Digital Marketing Improvement of Auto 4S Store based on DEMATAL-ANP Method

作　　者：马超[1] 刘雪苗 张激扬 MA Chao;LIU Xuemiao;ZHANG Jiyang

机构地区：[1]浙江大学,杭州310027 [2]四川众合智控科技有限公司,成都610036 [3]浙江众合科技股份有限公司,杭州310052

出　　处：《上海汽车》2022年第6期57-62,共6页Shanghai Auto

摘　　要：文章重点研究汽车4S店营销流程问题,通过数字化技术对服务流程进行改进,基于公域流量、私域流量和商域流量3个方面建立汽车4S店服务流程体系,采用DEMATAL方法对这3个方面进行定性分析,找出影响要素及影响度,最后在指标体系的基础上,采用网络层次分析法(ANP)对各评价指标的权重进行计算。The auto 4S shop marketing process is focused,and the service process is improved through the digital technology.Based on three aspects inculding the public domain traffic flow,business domain and private domain,auto 4S shop service process system is set up.The DEMATAL method is used for qualitative analysis of three aspects to find out the influence and influence degree of elements.Finally,based on the index system,the network analytic hierarchy process(ANP)is used to calculate the weight of each evaluation index.

关 键 词：数字化服务 ANP法 DEMATAL法 汽车4S店 

分 类 号：F274[经济管理—企业管理] F426.471[经济管理—国民经济]