Research On The Performance Evaluation Of Internet Financial Enterprise Network Marketing Strategy

In recent years,the booming development of Internet finance in China is the inevitable result of innovation technology and information age change.Our country Internet financial born from 2012 to now only 5 of the time,has developed for nearly billions of market scale,is also with Internet banking firm,the financial industry,the Internet presents an explosive growth model.At present,the Internet financial enterprises in the competition to balance input and output of the network marketing will need to periodically to the enterprise network marketing strategy for effective assessment,through the performance evaluation,enterprise to maximize the understanding of network marketing strategy for the benefits of enterprises and influence,so as to improve and adjust the Internet financial enterprise network marketing strategy and direction,to improve its marketing situation and status,so as to help the Internet financial enterprises play the role of network marketing strategy,Improving the marketing level and market position of Internet finance enterprises will ultimately help to improve the economic benefits of Internet financial enterprises.This paper first describes the content,model and disadvantage of Internet finance,and analyzes the differences between Internet financial mode and the traditional financial,contrast summarizes the relative advantages and disadvantages of the Internet financial;Analyzes the network marketing strategy and performance evaluation related theory,combined with Internet marketing characteristics of marketing strategies and marketing theory has carried on the system analysis,the classical tradition of 4Ps,4Rs marketing theory and the current Internet oriented SIVA theory and the theory analysis combined with MOMENTS;Secondly,according to the literature analysis summarizes the development of the Internet financial at home and abroad,the main business model,discusses the main body of the user of financial enterprise network marketing,network marketing present situation and the problems existing in the marketing process;Again,using the literature analysis,questionnaire investigation method to determine the network performance,business performance,and customer relationship performance three first-level indicators,seven second class indexes and 28 third class indexes,construction of the Internet financial enterprises network marketing strategy performance evaluation index system of primary;Through further validity inspection content filtering representative indicators,finally according to the expert’s comprehensive index to determine the final three secondary indicators and 20 tertiary indicators of Internet financial performance evaluation index system of enterprise network marketing strategy;According to the fuzzy analytic hierarchy process(ahp)construct the index system of model analysis and to determine the index weight,has carried on the empirical analysis based on the C company,again through the factor analysis method to further analysis effect on the performance of Internet financial enterprise network marketing strategy of the main factors;Finally,through the existing problems in the current situation analysis and the conclusion of the empirical analysis,the paper puts forward some Suggestions on improving the performance of Internet marketing strategy.Can not only help promote users of the Internet financial enterprises,increase the economic benefit,and through the marketing strategy can improve enterprise’s popularity,reputation,and customer satisfaction and loyalty.Through the study of this article,the Internet financial enterprises to maximize the understanding of network marketing strategy for the benefits of enterprises and influence,on the basis of the upstream and downstream of the financial industry,the Internet can not only learn about the Internet financial network marketing business user picture,the size of the market,and marketing performance evaluation,and at the same time also can insight into possible future financial enterprises expand Internet marketing model and business model,for its response to the trend of the development of future fully ready.Through Internet financial enterprise network marketing strategy performance evaluation,analysis of the use of the marketing strategy for the enterprise itself output yield,helps the Internet financial enterprises clear the income to calculate the output of the network marketing activities,explore the value of the network marketing activities,the decision-making behavior of enterprise marketing activities after provide theoretical guidance and data to support.