An Evaluation Approach for Website Promotion Based on Combined Weight and TOPSIS

Xi Wang, Zhichao Chen, Mingming Kong, Bo Li, Mengmeng Fan

Abstract: In view of the problems existing in the process of website promotion evaluation, such as inadequate decision-making information, strong subjectivity and quantification difficulty of the index weight assignment, and inadequate accuracy of the selected results. For realizing the goal of automatic evaluation for the performance of website promotion, we propose an approach based on Technique for Order Preference by Similarity to an Ideal Solution (TOPSIS) through combined weights. Specifically, based on the construction of a comprehensive evaluation index system for website promotion, the subjective and objective weights are determined by using Analytic Hierarchy Process (AHP) and Grey Relational Analysis (GRA). Then the combined weights are obtained by Entropy method, and finally TOPSIS is used to rank the performance of website promotion. Experimental results indicate that the ranking results are consistent, and our method can achieve the greatest degree of discrimination.