网络营销绩效评价

在绩效评价方面分析研究了网络营销绩效评价的内涵特征及网络营销绩效的影响因素。

In the internet marketing performance , analyzes and researches its the connotation , characteristics and the influence factor .

同时，本文以模糊理论为依托，综合考虑到模糊评判法的优势和网络营销绩效评价的特性，将多层次模糊综合评判法应用到网络营销绩效评价上。

Meanwhile , the paper mainly takes the fuzzy theory as the basis , considering the advantages of the fuzzy evaluation method and the characteristics of network marketing performance evaluation . So the multi-level fuzzy comprehensive evaluating model is applied to the network marketing performance evaluation .

网络营销的广泛使用使得网络营销绩效评价应运而生，网络营销绩效评价对企业的发展能力和经营成果作出客观准确的综合性评价，以此来总结和完善企业的网络营销活动。

The widespread use of network marketing makes internet marketing performance emerged . Network marketing performance evaluation makes objective and accurate evaluation on the development of enterprises and operating results , which to sum up and improve the network marketing activities .

对面向网络的营销活动的过程和特点进行了探讨，提出了面向网络营销绩效评价指标体系。

Hence , a study on both process and features of internet-oriented marketing has been carried out , which brings about an index system of evaluating an internet-oriented marketing performance .

通过对国内外相关文献和中国网络营销企业现状的研究，从网站绩效和企业绩效两个方面构建了网络营销绩效评价指标体系。

Through the research for domestic and international related documents , and the present situation of Chinese enterprise network marketing , the paper sets up the network marketing performance appraisal index system form website performance and enterprise performance .