Analysis On Performance Evaluation Of International Network Marketing In Sme Of China

International network marketing, as a new trend of the developed international marketing, has great economic potential and practical value, which provides a convenient and efficient trading platform to the producers and consumers in the world, forms a new world market and the integration of the global economy. In recent years, the consciousness of network marketing increases gradually in small and medium-sized enterprise of China. Network marketing has been carried out by the majority of small and medium-sized export enterprises, but compares with the western developed countries, activities of the organization ability and control ability is poorer. Sometimes, the investment of foreign network marketing does not bring corresponding income. In order to evaluate the effect of existing enterprise network marketing and improve the international network marketing activities, the small and medium-sized enterprises are badly in need of a set of evaluation system , which is scientific and perfect to international network marketing performance.The article starts from the international network marketing's connotation, then discusses the theory of network marketing and performance evaluation. In the third part, we mainly discuss the present situation and prospects of the network marketing in our country, which is based on the research of characteristics and development mode of the small and medium-sized enterprise network marketing. On the basis of the above discussion, and according to the characteristics and principles of international network marketing performance evaluation, performance evaluation index system are designed by considering all aspects of influent factors. Finally it chooses eight specific performance evaluation index after asking relevant experts, and applying the method of factor analysis to thirty sample small and medium-sized enterprises, it ranks the thirty sample enterprises by the comprehensive performance score, it points out the achievements and existing problems of the enterprise network marketing according to the evaluation results of the analysis, then it proposes advices of improving network marketing performance of small and medium-sized enterprise of our country. Finally it summarize the main research achievements and the further research topics.