The Performance Appraisal Index System And Empirical Research Of E-Marketing

Nowadays, modern network technology and communication technology which are on the basis of Internet have developed rapidly and applied widely. The internationalization and information of the global economy will be the distinct characteristic and trend in the new century. Today, we have stepped into network economy times, the appearance of the computer network not only greatly changes our life style but also has tremendous effect on the marketing. The enterprises all around the world are studying how to develop new generation marketing--e-marketing in order to adapt new characteristic of people's consumption in network times.In this paper, the author clarifies the definition of the network marketing, elaborates the basic theories of network marketing, while explains Internet circumstance of our country and the development of enterprise's network marketing through data analysis. Through the research for domestic and international related documents, and the present situation of Chinese enterprise network marketing, the paper sets up the network marketing performance appraisal index system form website performance and enterprise performance. It combines the basic principle of Analytic Hierarchy Process (AHP) and the fuzzy theory, studies multilayer fuzzy integrative appraisal model of index system and the appraisal methods. Furthermore, taking the NanNing online corporation as an example, the paper verifies some methods for the appraisal network marketing performance.