摘要
随着互联网的飞速发展,网络营销这种建立在互联网上的新型营销模式应运而生,然而企业应如何对网络营销进行绩效评价,以期达到完善企业营销活动的目的。根据层次分析法的基本原理,综合考虑了影响企业网络营销绩效的重要指标,构建了网络营销绩效评价的指标体系,并运用上述指标对两家企业进行实证分析,客观的评价了各指标对企业网络营销绩效的影响程度,为企业网络营销活动的开展提供科学的决策依据。
With the rapid development of Internet, a new marketing pattern web marketing emerged. However, how to evaluate the performance of web marketing, and achieve the purpose of corporate activities improvement is not clear. Based on the basic principle of AHP, this article considers comprehensively the main indexes affecting the performance of web marketing, and establishs the index system of evaluation. Using the above indexes, this article carries out the empirical analysis on two enterprises, and then evaluates their influences on the performance of web marketing objectively. Finally, the manager can make decisions in the activities of enterprise according to the scientific basis.
出处
《科技与管理》
2010年第1期137-140,共4页
Science-Technology and Management
关键词
层次分析法
网络营销
绩效评价
指标体系
the analytic hierarchy process
web marketing
evaluation performance
index system
