网络营销的线下营销效果APLP评价模型的构建  

Construction of off-line Marketing Effect APLP Evaluation Model of Network Marketing

作　　者：张仲雷[1] 

机构地区：[1]安阳工学院经济管理学院,河南安阳455000

出　　处：《安阳工学院学报》2015年第4期75-77,共3页Journal of Anyang Institute of Technology

摘　　要：网络营销发展迅速,监测网络营销的效果是衡量网络营销价值的手段;线上销售商业模式的营销效果监测比较成熟;而对于很多非直接在线交易的商业模式而言,线下营销效果的监测研究较少。本文通过分析消费者购买决策的过程,构建了网络营销线下营销效果的APLP模型,并进一步探讨了该模型的细化监测方法。As the rapid development of network marketing, monitoring the effect of network marketing is a mea- sure of the value of network marketing. Online sales business model of marketing effectiveness monitoring is rela- tively mature, however for many of the business models of non-direct online transactions, the research on the monitoring of marketing effect is not enough. By analyzing the process of consumer purchasing decision, this pa- per constructs the APLP model of marketing effect under the network marketing. And the detailed monitoring method of the model is further discussed.

关 键 词：网络营销 线下 营销效果 APLP模型 

分 类 号：TP393[自动化与计算机技术—计算机应用技术]