نویسندگان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Nowadays electronic businesses such as electronic shops and internet discount offering websites are increasing. These businesses require selecting some strate-gies among provided strategies in this field in order to meet their customers’ needs and for better preparation of their marketing strategies. This study surveys six main strategies in the field of electronic commerce in four questionnaires provided by researcher and presented to discount websites experts. Then the strategies were prioritized through MCDM methods, once with TOPSIS method and once again with D-ANP , VIKOR, and also Mann-Whitney test was used to survey if there is significant difference between TOPSIS and VIKOR. The results for these prioritizations were different and indicated that product-market development and electronic purchase marketing strategies were prioritized as the first one by respectively TOPSIS and D-ANP, VIKOR. The importance of this study is application of D-ANP approach instead of ANP and DEMATEL which reduced a large number of experts’ questions and weights internal relations ma-trix was used as ANP super matrix for weighting. Finally, it was indicated that there is significant difference between TOPSIS and VIKOR approaches.
کلیدواژهها [English]
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