改进BP神经网络在企业网络营销绩效评价中的应用

在研究网络营销本质及其绩效特征的基础上,建立企业网络营销绩效评价指标体系并采用BP神经网络建立评价模型。为了克服传统BP神经网络容易陷入局部极小、收敛速度慢的缺点,通过采用LM算法和学习速率的自适应调整来建立新型的BP神经网络,利用模糊综合评价法生成训练样本。该评价模型有效地利用了BP神经网络的优点,避免了评价过程的人为失误。仿真试验表明,该模型取得了较好的效果。

The Application of BP Neural Network in Evaluating Enterprise Network Marketing Performance

On the basis of research into the essence and performance of network marketing,this paper aims at establishing the index system of evaluation on the performance of network marketing and establish evaluation model through BP neural network.Aiming at overcoming the slow convergence rate and its encountering local minimum of traditional BP neural network.It establishes a new BP neural network.The method of improving traditional BP neural network has been stated by using LM algorithm,adaptive learning rate and produce training swatch of network through a fuzzy and comprehensive evaluation method.The evaluation system utilizes the excellences of BP neutral network effectively and avoid some subjective mistakes in the course of evaluation.The result from the simulation shows the satisfying effect.