Evaluation Of The Performance Of The Electronic Components Business Of Network Marketing

With the development of Internet technology and mature, more and more companies use the Internet to carry out network marketing, the network marketing compares traditional marketing with the characteristics of higher technical, cross regional and cross time. Most enterprises of the world are actively carrying out the new type of marketing means. But as long as the marketing, it should make corresponding evaluation of the marketing performance, so it is important practical significance for the network marketing also being built a marketing performance evaluation system to judge the enterprise marketing effect.The production of electronic components of China accounts for more than39%of the world, some of them are ranked first in the world. In February2011, the State Council issued the "A number of policy of further encourage of the software and integrated circuit industries" to support prior software and integrated circuit industries from taxation, investment, financing, research, development, import, export, talent and other aspects. In2012, China’s electronic components industry sales revenue totaled2.4trillion yuan, total profit of more than1trillion yuan. But China’s electronic components industry still has some major issues:excess of low-standard products, lack of high-end products; enterprises of less profitable and small scale. One of the main reasons that cause these problems is most of the companies taking advantage of a bad market and poor marketing mode.The thesis based on the studying of domestic and foreign enterprise marketing, network marketing, enterprise performance, enterprise network marketing performance and marketing performance evaluation methods, making the evaluation of marketing performance and the network marketing project as the research object. Through the analysis of development situation and existing problem of the marketing performance and network marketing performance of the electronic components industry, selecting network marketing of electronic components performance as the first index, financial performance, competitive performance, customer relationship performance, website design, website promotion performance and network advertising performance, a total of six indicators as the second index and the subsequent forty third index to construct the index evaluation system of the network marketing performance of electronic components and parts enterprises. Evaluating the index system with multiple-step fuzzy comprehensive evaluation method, through of the case study of the electronic component enterprises, analysis of the enterprise network marketing performance in a period, finding out the main factors impact on the enterprise network marketing performance, in view of the weak links, putting forward the corresponding suggestions for improvement, which provides a certain basis for the enterprise network marketing performance ascension. At the same time, the network marketing index system has a certain reference value for other similar enterprises network marketing performance.