电子商务营销绩效评价体系研究.doc

电子商务营销绩效评价体系研究 摘要 随着Internet在全球经济中的广泛应用，电子商务正逐渐走进人们的日常生活中。无数的事实告诉我们，企业要想更好的适应全球化的经济和竞争，就必须合理有效的使用电子商务这门新兴学科以适应信息时代和网络经济的迅速发展。 但是，绝大多数企业在使用电子商务作为企业竞争新手段的同时，并没有对电子商务所产生的营销绩效做出正确、合理的评价。这和目前企业所使用的营销绩效评价体系自身存在的不足和缺点有着极为密切的关系。 企业在快速发展的经济环境中，应该结合自身特点，制定一套科学有效的营销绩效评价体系，用以评价电子商务为企业所带来的种种收益，然后再根据分析评价结果制定企业接下来的目标、计划以及决策。毫无疑问，对电子商务营销绩效体系的研究和分析成了摆在我们面前的重要问题。 本文通过对我国电子商务、营效绩效评价体系的发展和现状分别进行总结概括，得出了我国在发展电子商务营销绩效评价体系时应该注意的环节、存在的主要问题以及改善的措施等。考虑到现阶段我国经济正处在快速发展的特殊环境中，文章对电子商务营销绩效评价体系的保障对策从客观环境和企业自身两方面作了简单的分析。 关键词　电子商务；电子商务营销绩效；营销绩效评价体系 The Electronic Commerce Marketing Results Evaluation System Study Abstract Along with Internet in the global economy widespread application, electronic business takes up honest work gradually enters in peoples daily life. The fact tells us, if the enterprise wants to adapt the globalization economy and the competition, it must reasonable effective use electronic commerce to adapt the information time and the network economy rapid development. But, when the majority enterprise use electronic commerce competes as a new method for the enterprise competition, they have not made a correctly and reasonable appraisal to the marketing achievements which is produced to the electronic commerce. This fact has close relationship with the insufficiency and the shortcoming of the marketing achievements appraisal system which is used present by enterprise. The enterprise in the fast developing economic environment, should unify its own characteristic, formulates a set of science effective marketing achievements appraisal system to appraise all sorts of incomes from the electronic commerce. Then according to analyzing the results, we can make the next goal, plan and decision-making. Without a doubt, the research to the electronic commerce marketing achievements system has been an important question suspended in front of us. This article summarizes development and the present situation of electronic commerce and the camp effect achievements appraisal system used in our