在线网络营销绩效评价的体系设计  

Design of Online Marketing Performance Evaluation System

作　　者：赵莹[1] ZHAO Ying(College of finance&Economics,Shanxi Technical College of Finance&Economics,Xianyang 712000)

机构地区：[1]陕西财经职业技术学院商学院

出　　处：《微型电脑应用》2019年第8期112-114,共3页Microcomputer Applications

摘　　要：企业营销手段正在互联网的助力下不断创新。在对网络营销绩效评价的特点进行分析的基础上,依据网络技术和传统营销理念的网络营销更符合目前市场需求的现状,构建了绩效评价指标体系,并依据D-S理论量化处理各类指标,从而完成综合评价,提高了网络营销绩效评价的可信度。企业通过评价可针对网络营销绩效水平的关键影响因素,及时完成营销理念的转变和管理方法的改进,实现良好的成本及效益控制。The enterprise marketing means is constantly innovating with the help of the Internet.Based on an analysis of the characteristics of the performance evaluation of the network marketing,based on status of network marketing combined with the network technology and the traditional marketing,this paper completed the construction of the performance evaluation index system and quantized each other according to the D-S theory.Thus,the comprehensive evaluation process was completed.It could improve the reliability of the performance evaluation of network marketing.The enterprises can complete the transformation of marketing concept and improve the management methods in time by evaluating the key factors that can affect the performance level of network marketing.

关 键 词：网络营销 绩效评价 D-S理论 

分 类 号：F426.3[经济管理—产业经济]