| Rapid expansion from amount and speed aspects of e-commerce, which is represented by Business to Customer shopping mall, makes online advertising prosperous. However, it brings new problems for B2C businessman that advertising competition which ignores channel direction and develops homogenization results in cost of advertising rising and terminal effect decreasing. Based on summing up predecessors’research about online advertising effect, some points of view are preceded carding by the numbers. Directed evaluation system is analyzed and founded through the way of distinguishing channel and factors, which expects promoting advertising terminal effect under the new environment.Oriented by the effect of advertising, the features and problems of online advertising effect are analyzed by system dynamics method. Five elements (including communication effect, shop earning, anti-competitive index, influence, social effect), and six channels (including search engine, comprehensive portal, video websites, network community, vertical media, client) are summarized. Through cross contrast analysis of elements and channel, twenty subdivide indicators are inductive, and index system is set up. Then one case shows all the system process running and how to adjust strategy and method of advertising effect.The innovation points are that two new indexes, marketing scope and range of logistics matching, which represent directive effect, are added. Online advertising effect of different media is of classified evaluation, and makes sure comparable analysis of different advertisers in the same platform. It gives enterprise evaluate effect of advertising capital scientific basis, and offers support for standardized and mature development of online advertising. |
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