基于DEA模型的企业网络营销绩效评价研究  

Study on Appraisal of the Internet Marketing Performance of Enterprises Based on EDA

作　　者：李刚[1] LI Gang(Huainan Vocational Technical College,Huainan,Anhui,232001,China)

机构地区：[1]淮南职业技术学院,安徽淮南232001

出　　处：《武汉商学院学报》2018年第3期62-64,共3页Journal of Wuhan Business University

基　　金：安徽省2017年高等学校省级质量工程项目(项目编号:2017jyxm0639);2013年安徽省优秀青年基金重点项目(项目编号:2013SQRW142ZD);淮南职业技术学院2016年教学研究重点项目(项目编号:HJX16-1)

摘　　要：网络营销不仅给企业创造了新的商机和挑战,同时也带来了更大的市场竞争,如何对企业网络营销的绩效进行评价已成为当前网络营销发展中的一个重要课题。以营销效果、财务效果、网络广告推广效果和网站设计效果4个方面为准则层构建评价指标体系,并利用DEA模型对三个模拟企业的市场营销效果进行评价与分析。The internet marketing brings new business opportunities and challenges to enterprises, together with fiercer market competition. How to evaluate an enterprise＇s online marketing performance has become an important subject for research in the internet marketing development. The paper first explicates the significance of evaluating enterprises＇ online marketing performance, and then designs an index appraisal system that consists of four aspects： marketing effect, financial effect, online advertisement promotion effect, and website design effect. In the end, the paper applies the appraisal system into the evaluation of three simulated businesses based on DEA model.

关 键 词：网络营销 绩效 评价 DEA 

分 类 号：F224[经济管理—国民经济] F274