Research On Performance Evaluation Of Dual-channel Collaborative Marketing Of Home Appliances Retail Enterprises

The popularity of mobile Internet,the rapid application of modern leading technologies such as big data,5G network,mobile APP,smart payment,cloud computing,AI artificial intelligence,satellite positioning,etc.,while profoundly changing people's consumption habits and consumer behavior,it is also pushing the home appliance retail enterprise to carry out business model innovation.Nowadays,the backbone of the development of China's total social consumer goods has gradually been replaced by the online shopping market.The business model of “Internet + retail” is imperative.In order to complete the market expansion,not only entity retail needs to develop online retail business,but also online retail needs to develop the real economy.Therefore,online and offline marketing dual-channel synergy is the only way for the transformation of home appliance retail enterprises.However,companies have developed their dual-channel collaborative marketing strategy based on their own development,often overlooking the real shopping needs of end customers.In the implementation process of collaborative strategy,real-time supervision and perceived evaluation of customers are needed.Enterprises need to adjust the dual-channel marketing synergy strategy in time according to the feedback evaluation results of customers,so as to better meet customer needs and seek long-term development of enterprises.Therefore,it is necessary to evaluate the online and offline marketing synergy performance of home appliance retailers,which is beneficial to improve the online and offline collaborative performance of enterprises.This paper takes the home appliance retail enterprise as the specific field,based on the literature review and the situation analysis,firstly,based on the perspective of customer perception value,the dual-channel collaborative concept model is constructed from the three process dimensions of before sales,in sales and after sales coordination.With reference to the existing mature scales at home and abroad,combined with the index questionnaire survey,SPSS20.0 was used to perform factor analysis,reliability and validity test on the sample data.Dual-channel collaborative performance evaluation index system for home appliance retail enterprise including 3 dimensions and 16 specific indicators was created.Secondly,the analytic hierarchy process is used to determine the index weights by means of MCE software's auxiliary calculation,and the fuzzy comprehensive evaluation method is used to construct the comprehensive evaluation model of the dual-channel collaborative performance of home appliance retail enterprises.Taking Suning Tesco as an example to verify the scientificity and feasibility of the evaluation model,it is concluded that its online and offline marketing synergy performance is the level of “normal”,especially the before sales synergy link with the largest weight ratio but the lowest synergy score needs to be highly valued byenterprises.Finally,according to the actual operation status of home appliance retail enterprises and the results of empirical evaluation,the promotion strategy of marketing dual channel synergy performance is proposed,which is to enhance the internal competitive advantage from the consistency of products,the convenience level of logistics and distribution and the “scenario interconnection”;improve the quality of before sales,in sales and after sales service;utilize modern technologies such as big data,5G networks,mobile phones,AI artificial intelligence,etc.