电子商务营销绩效的模糊综合评价被引量：17

Fuzzy Synthetic Evaluation Model for E-Business Marketing Performance

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摘要以上海宝钢益昌公司电子商务系统及其营销现状为背景,从成本效益、营销效率、竞争效果、服务质量和网站推广5个方面选择了19个指标,构成了宝钢益昌公司的电子商务营销绩效评价指标体系·运用综合评价和模糊数学的相关理论建立了模糊综合评价模型,并利用此模型以定性分析和定量计算相结合的方法对宝钢益昌公司的电子商务营销现状进行了案例计算和实证分析,最后用具体数值量化了考察期内的电子商务营销绩效状况,较好地实现了宝钢益昌公司电子商务营销绩效状况的评价· Under the background of e-business system of Shanghai Baosteel Yichang Co. Ltd, and its current marketing situation taken as example, a performance evaluation index system of e-business marketing is designed for the company in terms of 19 indexes including 5 fields, i.e., costs benefit, marketing efficiency, competitive effect, service quality and website popularity. Based on the theories relevant to synthetic evaluation and fuzzy mathematics, a fuzzy synthetic evaluation model is established to analyze qualitatively the e-business marketing performance of the company through case studies in combination with quantitative computation. Its e-business marketing performance in the period under investigation is thus expressed by quantified values. As a result, the performance evaluation of e-business marketing of the company is realized successfully.

作者晏妮娜黄小原

机构地区东北大学工商管理学院

出处《东北大学学报（自然科学版）》 EI CAS CSCD 北大核心 2004年第9期914-917,共4页 Journal of Northeastern University(Natural Science)

基金辽宁省自然科学基金资助项目(9910200208)

关键词电子商务市场营销绩效评价评价指标体系模糊综合评价 e-business marketing performance evaluation evaluation index system fuzzy synthetic evaluation

分类号 N945.25 [自然科学总论—系统科学]

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