Research On Internet Marketing Performance Evaluation System For B2C Small&Medium Enterprises

With the popularity of the Internet and the rapid development of networktechnology, business methods based on the Internet has witnessed great innovationwith each passing day, which provides convenience for the consumers as well ascommercial opportunities for businessmen. In the era of electronic commerce,internet marketing, being the core of the network business, has drawn great attentionin both academic and practical field. What’s more, with the wide usage of thenetwork methods, an increasing number of small and medium enterprises have comeinto internet marketing business. Compared with the traditional methods ofmarketing, internet marketing has its unique advantages, such as reducing the cost ofsale, promoting sale more efficiently. The small and medium enterprises are moreinclined to apply the internet marketing.In recent years, an increasing amount of small and medium enterprises areconcerned about the performance achieved by internet marketing, but the relevantliterature concerning with internet marketing performance is less. In suchbackground and based on sufficient reading and researching of the relativedocuments as well as the reality of small and medium enterprises Internet marketing,the thesis is engaged in analyzing internet marketing performance by the methods ofsite investigation, theoretical analysis and model validation. The conclusion havecertain theoretical and practical significance.Starting with the analysis of the connotation of internet marketing performance,and then combined with the actual characteristics of the B2C business of the smalland medium enterprises, the thesis puts forward the evaluation index for small andmedium enterprises B2C internet marketing performance, consisting of thefollowing four aspects: internet promotion performance, customer relationshipperformance, market competitive performance, and financial performance. Theresearch aims to do content validity inspection by using statistical investigationmethod and grade the importance of different index by using analytic hierarchyprocess, and provides the basis for B2C Internet marketing of small and mediumenterprises in the selection of evaluation method and the selection of performanceassessment index. By using the established evaluation system, the thesis selects theB2C business of small and medium enterprises that apply internet marketing assample and then substitutes the data we have got into the model for empirical test.Finally, the internet marketing performance evaluation model which is suitable forsmall and medium enterprises is established. The empirical inspection shows thatthe evaluation results are credible and objective. The research provides valuable references to the small and medium enterprises which will apply internet marketingperformance evaluation.