| Title |
Measure Of Input/Output Efficiency Of The Introduction Of Digital Marketing Into Green Products In Ecological Industry |
| ID_Doc |
62538 |
| Authors |
Yu, KJ; Ying, J; Tian, QL; Sun, LJ; Huang, G |
| Title |
Measure Of Input/Output Efficiency Of The Introduction Of Digital Marketing Into Green Products In Ecological Industry |
| Year |
2019 |
| Published |
|
| DOI |
|
| Abstract |
With the boom of e-commerce, the development of Internet marketing does not simply change the original consumer-producer sales model, but also improves the product and service quality and accelerates the service speed and reduces costs. Ecological firms should take the responsibility and obligation to provide complete marketing systems for ecological operators and offer consumers with fresh and quality ecological operators through e-commerce to increase the sales channels of ecological operators. Taking ecological firms in Shanghai as the research samples, the variable data are acquired from public statistical data. Data Envelopment Analysis is applied in this study to evaluate the efficiency. The research results reveal the following conclusions: (1) 1 DMU presents strong efficiency, efficiency = 1, on the introduction of digital marketing into green products, 4 DMUs shows the efficiency between 0.9 and 1, and 7 DMUs appear the efficiency lower than 0.9; (2) Key factors in ecological firms introducing digital marketing to green products are analysed and found out through sensitivity analysis. According to the results to propose suggestions, it is expected to provide ecological operators with suitable marketing models, through the Internet, to improve and reduce the monopoly and low price of green products and offer quality green products for consumers to enhance ecological operators benefits. |
| Author Keywords |
green products; digital marketing; performance evaluation |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED) |
| EID |
WOS:000531884000045 |
| WoS Category |
Environmental Sciences |
| Research Area |
Environmental Sciences & Ecology |
| PDF |
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