COMPREHENSIVE EVALUATION AND ANALYSIS OF CHINA ’ S MAINSTREAM ONLINE MAP SERVICE WEBSITES

With the flourish development of China's Internet market, all kinds of users for map service demand is rising continually, within it contains tremendous commercial interests. Many internet giants have got involved in the field of online map service, and defined it as an important strategic product of the company. The main purpose of this research is to evaluate these online map service websites comprehensively with a model, and analyse the problems according to the evaluation results. Then some corresponding solving measures are proposed, which provides a theoretical and application guidance for the future development of fiercely competitive online map websites. The research consists of three stages: (a) the mainstream online map service websites in China are introduced and the present situation of them is analysed through visit, investigation, consultant, analysis and research. (b) a whole comprehensive evaluation quota system of online map service websites from the view of functions, layout, interaction design color position and so on, combining with the data indexes such as time efficiency, accuracy, objectivity and authority. (c) a comprehensive evaluation to these online map service websites is proceeded based on the fuzzy evaluation mathematical model, and the difficulty that measure the map websites quantitatively is solved.


INTRODUCTION
In recent years, with the rapid development of 3S technology and Internet technology, and the growing popularity of the application of geographic information services for the public, online mapping service with abundant information data, friendly interface, convenient function, and strong interaction, has gradually become an indispensable tool in daily life, which plays a more and more important role in all aspects of economics and social life, and promotes the geographical information industry development, it also brings great economic and social benefits.
In order to promote the online map service industry healthy development, encourage and guide the various website progress and provide an effective quality assurance for service, an effective evaluation system with each own characteristics should be established.
As the online map service website is both of generality and individuality, the existing evaluation methods is user evaluation method and traffic statistics law, which is too subjective without definite standards, and the result maybe undependable [1-3]   .Due to the evaluation factors of online mapping service website, and factors are fuzzy, the fuzzy mathematics method was used to make up for the above shortage at certain extent.It is started from a qualitative analysis, and a quantitative result is given through researching the roles of various factors.This paper aims to solve the difficulty of evaluating websites quantitatively and provide development suggestions in the future according to the evaluation results.

SERVICE WEBSITES
According to the IResearch Consulting Company's research result (Figure 1) [4] , the China's online map service market scale was less than 1 billion yuan.The increasing application requirements of all trades and walks brought high speed to grow to the market, which appeared a vigorous development trend and achieved 3billion yuan in 2008.At present, along with development of Chinese geographical information industries, and the application for the public and the interactive functions is growing up, the coverage of online map service will expand further, and the development of the market will be more steadily, which is hopeful to achieve 14 billion yuan [5][6] .

Figure 1．2006-2012 China online map service market scale
There are about 721,000,000 and 164,000,000 results in Google when searching "online map service" and "internet map".These data evidenced that online map service is becoming a hot spot in digital age.Google

FUZZY COMPREHENSIVE EVALUATION
In order to select representative ones among so many online map service websites, the most basic selection standards were ensured based on the characters of online map service websites: Table 1.The selected websites

The establishment of evaluation index system
Each websites was analysed systematically so as to find out every important factor, including factors with its own characters, and some secondary factors should The first-grade indexes contained four aspects as followed: map data, interface interaction, response and influence, also every index could be refined in Table 2.

Evaluation indexes:
An evaluation factors set could be got from the evaluation index system as shown in equation 1 where U represented all the sets of the 2nd evaluation factors.
The subset of where i U represented the 2nd set of evaluation factors.The weights set A was built in where A:

Each grade comments set
And the weights set Then the fuzzy evaluation matrix of each factors ) was constructed through evaluated every single factor .
In the above matrix, (i =1, 2, n; j=1, 2…, m) represented the degree of membership, and was the fuzzy relation from i U to V. Similarly, each factor's comprehensive evaluation translation matrix could be got.

Fuzzy comprehensive evaluation:
The fuzzy comprehensive evaluation decision matrix R in U could be computed through matrix multiplication.
[ ] [ ] (7) Then, the fuzzy comprehensive evaluation result B of one website could be computed through composed computation according the weights subset which was from matrix 7. (8) Among the results through Expression 8, if the evaluation object was considered as to belong to .The membership degree of other websites could be got as the same, and the scores represented the evaluation results from high to low clearly.

Experiment
The Map World website was taken as an example, and firstly, the objective evaluation groups should be selected which contained university students, specialized members in the online map service companies and common users.After scoring, the evaluation matrix of every subset could be got.
The weight vector of subset was: 0.805 0.14 0.055 0 0 0.655 0.28 0.065 0 0 0.58 0.3 0.12 0 0 0.42 0.37 0.21 0 0 At last, the evaluation result of MapWorld website was: The result indicated that the degree of membership to excellent is about 0.63(two decimal places).
The evaluation results of other websites could be compute as the same in and data quality will be further improved.

CONCLUSION AND DISCUSSION
The nature of online map is to digitalize the real world, and support more serialized information than it.Now, the industry of online map service is going along this route steadily, and has made great achievement.
During the comprehensive evaluation of online map service, the multiple-grades and fuzzy comprehensive evaluation method was used, which can process the fuzziness between factors objectivity and decrease the subjectivity and blindness in the procedure, so as to ensure the reliability and accuracy of the evaluation results.The purpose of evaluation is not to rank all the websites, but to analyse the problems through the evaluation results, and a clearer direction for the next development step can be pointed out, which provides important practical and theoretical value to the competitive industry.
Map and Baidu Map occupied larger market share depending on the search area influence.Based on the professional advantages and characteristic applications, other websites such as MapBar, MapABC, 51ditu, Sogou also hold parts of the market.As soon as Map Wold came out, which was constructed by National Mapping Bureau (STSP), suffered fully fix eyes upon globally because of fresh data and authority.The group of portal websites led by Tencent and Alibaba also entered in the area, which attracted many young users through quick response and excellent interaction based on their technical advantages.

Fuzzy
Comprehensive evaluation method is a good way to solve the problem of which evaluating indexes are difficult to quantify and evaluating factors bear the fuzzy quality.For some simple issues, a reasonable result can be got with the first-grade comprehensive evaluation.But many more factors must be considered in some complicated issues, the weight of every factor may be very tiny, and for this reason some information will lost which leads to the invalidation of the model.The multiple-grades comprehensive evaluation model and the improved generalized fuzzy operator were used in this paper.

) 3 . 2 . 2
The weights set of evaluation factors: It is very important to assign each factor's weight, and there are two ways to assign the weights such as expert's method and comparison method.The former method was used in this paper.


After matrix multiplication, the comprehensive decision matrix of each subset in U was as following: International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences, Volume XXXIX-B4, 2012 XXII ISPRS Congress, 25 August -01 September 2012, Melbourne, Australia be ignored properly.A tri-grade evaluation index system was established to assign value and compute.