Study on the Performance Evaluation of Agricultural Products Network Marketing Based on Rough Set Theory

Abstract

Network marketing is a new marketing approach which may open up a broader market for agricultural products trade, strengthen the links between farmers and the outside world, promote the sales of agricultural products, improve the relationships between farmers and customers, and help farmers analyze market needs to decide the production direction, so it is very important to evaluate the performance of agricultural products network marketing. The paper proposed a performance evaluation model of agricultural products network marketing based on rough set theory. The model used genetic algorithm to reduce the initial decision table and, through calculating the importance of the decision attributes in the reduced decision table, identified the weight coefficients of various influencing indexes, effectively overcoming the subjectivity of weight coefficient determination in the current evaluation models. In the same time, the paper evaluated the network marketing performance of six agricultural enterprises and the results were in line with the actual results, which verified the validity of the proposed evaluation model.