中小企业b2c网络营销绩效评价分析-analysis of b2c online marketing performance evaluation of small and medium - sized enterprises.docxVIP

Ab Abstract - - II - Abstract With the popularity of the Internet and the rapid development of network technology, business methods based on the Internet has witnessed great innovation with each passing day, which provides convenience for the consumers as well as commercial opportunities for businessmen. In the era of electronic commerce, internet marketing, being the core of the network business, has drawn great attention in both academic and practical field. What’s more, with the wide usage of the network methods, an increasing number of small and medium enterprises have come into internet marketing business. Compared with the traditional methods of marketing, internet marketing has its unique advantages, such as reducing the cost of sale, promoting sale more efficiently. The small and medium enterprises are more inclined to apply the internet marketing. In recent years, an increasing amount of small and medium enterprises are concerned about the performance achieved by internet marketing, but the relevant literature concerning with internet marketing performance is less. In such background and based on sufficient reading and researching of the relative documents as well as the reality of small and medium enterprises Internet marketing, the thesis is engaged in analyzing internet marketing performance by the methods of site investigation, theoretical analysis and model validation. The conclusion have certain theoretical and practical significance. Starting with the analysis of the connotation of internet marketing performance, and then combined with the actual characteristics of the B2C business of the small and medium enterprises, the thesis puts forward the evaluation index for small and medium enterprises B2C internet marketing performance, consisting of the following four aspects: internet promotion performance, customer relationship performance, market competitive performance, and financial performance. The research aims to do content validity inspection b