电子商务营销绩效评价标准体系研究应用.doc

电子商务营销绩效评价体系研究 摘要 伴随Internet在全球经济中广泛应用，电子商务正逐步走进大家日常生活中。无数事实告诉我们，企业要想愈加好适应全球化经济和竞争，就必需合理有效使用电子商务这门新兴学科以适应信息时代和网络经济快速发展。 不过，绝大多数企业在使用电子商务作为企业竞争新手段同时，并没有对电子商务所产生营销绩效做出正确、合理评价。这和现在企业所使用营销绩效评价体系本身存在不足和缺点有着极为亲密关系。 企业在快速发展经济环境中，应该结合本身特点，制订一套科学有效营销绩效评价体系，用以评价电子商务为企业所带来种种收益，然后再依据分析评价结果制订企业接下来目标、计划和决议。毫无疑问，对电子商务营销绩效体系研究和分析成了摆在我们面前关键问题。 本文经过对中国电子商务、营效绩效评价体系发展和现实状况分别进行总结概括，得出了中国在发展电子商务营销绩效评价体系时应该注意步骤、存在关键问题和改善方法等。考虑到现阶段中国经济正处于快速发展特殊环境中，文章对电子商务营销绩效评价体系保障对策从客观环境和企业本身两方面作了简单分析。 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 country, then it obtaines