Internet Marketing Performance Evaluation System For B2B Small & Medium Enterprises

Along with the development of Internet technology, more and more corporations take Internet marketing as an important marketing tool. The traditional companies have a great advantage on developing Internet marketing, because they originally have their own business, and they need not to invest too much money on Internet marketing. However, the companies can benefit a lot through Internet marketing, because it can increase the business opportunities, reduces the advertisement fees, and saves the selling costs.Although there are some researches on website quality evaluation and Internet marketing, the relative research on Internet marketing performance for B2B companies is still not so excessive. Some researchers did not base on the empirical study, and when they chose the evalution index there must be a subjective attitude. Therefore, in order to improve this problem, this research will establish a performance evalution system based on an empirical study.First of all, this study used literature review and indepth interviews to find what does the Internet marketing really means, and point the special features of Internet marketing comparing with the traditional one. According to the Internet marketing functions, the performance of Internet marketing are divided into four parts: the financial performance, the market competitive performance, the Internet promotion performance and the consumer relationship performance. Secondly, through expert advice on the representation of initial indicators and test of content validity of the the system, the questionnaire that was used to collect data was affirmed. Subsequently, the revised questionnaires were sent out to the B2B companies that have carried out Internet marketing. By analyzing the data, this study established an Internet marketing performance evaluation system for the B2B corporations.The main conclusions of this study are: clarified the content of Internet marketing and chose the evaluating indicators according to the Internet marketing functions. Through interview and questionnaire, this study collected relevant data to establish the evaluation system.