网络营销绩效评价体系研究

网络营销是企业营销活动的主要形式,因此,网络营销的绩效评价对企业的成功经营至关重要。通过研究国内外关于网络营销绩效体系的文献,分析比较现有的网络营销绩效评价体系,介绍目前国内外对该体系的研究现状,指出目前评价体系在评价方法和指标选取上的不足,最后对目前网络营销绩效评价的研究和发展方向做了总结和展望。

Study on Internet Marketing Performance Evaluation Systems

Internet marketing is the main form of marketing activities for enterprises,therefore,the performance evaluation of internet marketing is crucial for successful management.In this paper,the existing internet marketing performance evaluation systems are compared and analyzed,through the literature study of international and domestic internet marketing performance,study situation about the system is introduced,the drawbacks of the present evaluation system of the evaluation methods and indicators selection are pointed out.Finally,the paper has a conclusion and expectation about the current internet marketing performance evaluation and possible development,direction in the future.