| 摘 要: 企业信息化的普及使广告投放和宣传手段从以往的人工宣讲、传单发放等方式，到目前的SEM(搜索引 擎推广)技术应用，突破了时间空间限制，将产品服务展现给更广阔的市场。部分企业在网络营销过程中常因数据采集 方案落后、决策因素过于狭窄等导致收益降低。本文分析案例公司A存在的不合理业务流程,并基于SEM接口技术、 AHP(层次分析法)对相关流程进行建模优化，设计了一套可行的系统和决策优化方案。 |
| 关键词: 广告投放决策；评价模型；信息系统；业务流程分析；工作简化 |
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中图分类号: TP399
文献标识码: A
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| Promotion Data Acquisition and Decision-making Scheme Optimization Based on SEM and AHP |
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LIN Zhibo,LIU Yuanhua
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( Business School, University of Shanghai for Science and Technology, Shanghai 200093, China)
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| Abstract: With the popularization of enterprise informatization,the advertising and promoting means have broken the restrictions of time and space,expanding from the previous manual preaching,leaflet distribution and so on to the current application of SEM (search engine promotion) technology.The new SEM technology shows the products and services to a broader market.In the process of online-marketing,some enterprises often suffer from returns reduction due to outdated data collection schemes and limited decision-making factors.This paper analyzes the unreasonable business process of case company A.Then based on SEM interface technology,AHP (analytic hierarchy process),this paper models and optimizes the relevant processes,and designs a set of feasible system and decision optimization scheme. |
| Keywords: advertising decision-making;evaluation model;information system;business process analysis;work simplification |
