钢铁企业电子商务营销的模糊评价  

Fuzzy Assessment on E-commerce Marketing in Iron and Steel Enterprises

作　　者：张喆[1] 张闯 朱宏[3] 

机构地区：[1]上海交通大学安泰管理学院,上海200052 [2]摩托罗拉(中国)技术有限公司,北京100022 [3]上海宝钢益昌薄板有限公司,上海201900

出　　处：《工业工程与管理》2006年第3期58-63,共6页Industrial Engineering and Management

基　　金：中国博士后科学基金项目(2005037506)

摘　　要：运用电子商务营销的基本理论,分析了钢铁企业电子商务营销的内涵。从成本效益、营销效率、竞争效果、服务质量和网站推广五个方面设计了钢铁企业电子商务营销的绩效评价指标体系,并建立了模糊综合评价模型。以上海宝钢益昌薄板有限公司为研究对象进行了绩效分析和评价。In this paper the connotation of e-commerce marketing in iron and steel enterprises are analyzed based on the basic theory of e-commerce marketing. Then, the performance assessment index system on e-commerce marketing in iron and steel enterprises is designed in term of costs benefit, marketing efficiency, competitive effect, service quality and website popularity. And a fuzzy synthetic assessment model is established. Finally, taking Shanghai Baosteel Yichang Sheet Metal Company as object, its performance is analyzed and assessed.

关 键 词：电子商务营销 模糊评价 钢铁企业 

分 类 号：F271[经济管理—企业管理]