基于D-S理论的互联网时代网络营销绩效评价研究  

Empirical study on enterprise network marketing performance evaluation in internet era based on D-S theory

作　　者：李杭[1] 卞艺杰[1] 

机构地区：[1]河海大学商学院,南京211100

出　　处：《信息技术》2016年第6期97-100,共4页Information Technology

基　　金：国家自然科学基金(71271107);中央高校基本科研业务费专项资金(2014B20114);江苏省社会科学基金课题(12EYB008)

摘　　要：在互联网时代下,企业营销手段也不断创新。网络营销体现了互联网技术与传统营销理念的结合,符合市场经济发展的需要。文中从分析网络营销绩效评价的特点入手,合理构建了一套绩效评价指标体系,并引入D-S证据理论对各类指标予以分别量化处理,最终实现综合评价。研究发现:基于D-S理论的网络营销绩效评价可信度较高。企业管理层针对影响网络营销绩效水平的"易燃点",应做到改进管理方法、转变营销理念及加强成本控制。In the Internet era, companies are innovating marketing tool. Network marketing is in line with the market needs of economic development, reflecting the combination of Internet technology and traditional marketing concept. This paper analyzes the characteristics of network marketing performance evaluation, builds a set of reasonable performance evaluation system and introduces DS evidence theory for various types of indicators to quantify treated separately, and ultimately a comprehensive evaluation.The study found that network marketing performance evaluation based DS theory has a higher reliability. Management in enterprise facies the 4 inflammable pointthat affects the level of network marketing performance should improve management practices,change the marketing concepts and improve cost control quality.

关 键 词：D-S理论 网络营销 绩效评价 

分 类 号：TP391[自动化与计算机技术—计算机应用技术] F274[自动化与计算机技术—计算机科学与技术]