The Research On The Evaluation Of Efficiency And Operational Strategy Of Enterprise's Cybermarketing

As a rush of "information expressway" recently spring up in the world,the Internet as its prototype has developed vigorously and transferred gradually from scientific researched application to commercial application. More and more enterprises begin to be on sale in internet and publicize corporate image,so a new marketing way--network marketing appears. Network marketing as a new marketing theory that adapts to dummy market of network economy age is development and application of marketing theory in new period. In nature,its object that conforms to that of traditional marketing is to realize enterprise' s managing object. But how to make full use of the Internet and how to earn economic benefit from it have attracted more and more attention.Therefore,drawing lessons from up-to-date research findings at home and abroad or utilizing some scientific theory such as economics,management,information,computer and communication and so on,this thesis studies network marketing comprehensively and systematically.Firstly,basing on its meaning and theoretic foundation this thesis expounds the relation between enterprises and network marketing,analyzes restricting factors of network marketing,introduces enterprise' s network marketing system composing of intranet system,management information system,cyber marketing site,organizing and management personnel,matching system.Especially the author investigates its bottleneck in China----Internetpayment system and commodity distribution system,then advances its three administrative levels and function.Secondly,from the fundamental principle of marketing theory this thesis analyzes and studies Internet market survey,subdivision or choice of target market. On this basis,combining network characteristic and Internet marketing' s example this thesis discusses operational strategy of network marketing detailedly in respect of designing and publicizing of website,Internet advertisement and database marketing etc.Meanwhile,in order to explain how to utilize the latest marketingresources-Internet,this thesis studies how to attract more consumers toaccess enterprise' s web marketing site in application of e-mail,designing and using of FAQ,application of navigation system and searching engine,using of BBS and Usenet in Internet marketing,thus meets customer' s demand preferably,builds up corporate image impressingly and actualize marketing in the internet.Finally,this thesis establishs a target system of evaluation of the Internet marketing efficiency with operability and analyze Internet marketing efficiency positively by selecting such ways as,analytic hierarchy process,profit ability analysis and cost efficiency analysis.