网络营销绩效评价指标体系研究  

Research on the Evaluation Index System of Internet Marketing Performance

作　　者：戴国良 DAI Guoliang(Nanfang College·Guangzhou Guangzhou,Guangdong 510970)

机构地区：[1]广州南方学院,广东广州510970

出　　处：《中国商论》2022年第5期32-34,共3页China Journal of Commerce

基　　金：广东省本科高校电子商务类专业教学指导委员会教学改革项目《〈互联网营销〉建设与改革》成果;广州南方学院校级专业应用型课程《网络营销》成果经费资助(ZNYC1813);广东省教育厅教学改革项目:以专业认证为抓手推动电子商务专业内涵建设(GDJG1907)阶段性成果。

摘　　要：本文首先用文献法系统梳理了网络营销绩效价值链,通过对营销活动创造公司价值的价值活动分析,提炼出网络营销活动绩效影响网络营销资产绩效和财务绩效、网络营销资产绩效和财务绩效共同影响公司价值的营销活动价值链。其次,构建了网络绩效评价指标体系。最后,通过个案进行检验,检验结果表明该指标体系可以较好地评价网络营销绩效。This paper firstly uses the literature method to systematically sort out the value chain of network marketing performance,and through the analysis of the value activities of marketing activities to create company value,it is concluded that the performance of network marketing activities affects the performance of network marketing assets and financial performance,and network marketing asset performance and financial performance influence marketing activity value chain of company value.Secondly,it constructs the network performance evaluation index system.Finally,through a case study,the test results show that the index system can better evaluate the performance of network marketing.

关 键 词：市场营销 网络营销 营销绩效评价 绩效指标体系 

分 类 号：F724.6[经济管理—产业经济]