Research On The Performance Evaluation Of The Marketers Of The Internet Companies Based On DEA

Ma Yun put forward the concept of "new retail" at the "Hangzhou yunqi conference",which not only brought innovation to the traditional retail industry,but also brought changes and challenges in different dimensions to the traditional marketing environment.Facing these challenges,merchants will more consider what ways they can use to communicate effectively with the audience in the new retail environment on the basis of traditional marketing,so as to achieve better marketing purposes.With the rapid development of the Internet era,while bringing convenience to consumers,the ways and means of purchase and consumption are becoming more and more diverse.Consumers not only stay in the single scene of offline purchase,but also have contacts to participate in the links from obtaining product information to selecting products and even product development.Enterprises also gradually realize that the single and traditional consumption scenario can no longer meet the needs of consumers and the whole market.However,the change has brought more opportunities and opportunities.With the increasing development of Internet economy,more new forms such as artificial intelligence and human-computer interaction have been accepted and recognized by the audience.Enterprises should make more use of these new technologies to update and iterate their marketing strategies,establish more contacts and possibilities in the dimension of dialogue with the audience,and establish their own user system and marketing model.What opportunities and challenges does this technological change bring to the overall marketing environment.In view of the above problems,from the analysis of the new retail environment,to the significance of interactive marketing and the research on the reform of human-computer interaction,this paper has built a new marketing scene based on how human-computer interaction can change the marketing environment and shape a new marketing scene.Under such a scene,what new experience can it bring to consumers is analyzed and discussed one by one.According to the 7p theory of marketing,the variable factors that can affect the marketing effect are controlled within the scope of human-computer interaction,and the practice model is designed according to the changeable factors.It combines Alibaba’s super brand day and super fan day to build and cooperate with offline interaction scenes with multiple brands,and makes a practical analysis of the above theory according to the data of overall marketing activities.And according to the results of practice,how to rebuild the interaction scene with consumers in the new retail environment,and how to integrate more new human-computer interaction experience to enhance the interaction effect with the audience,so as to achieve better marketing purposes.On the basis of data support,this paper looks forward to the future development scenarios and planning of human-computer interaction in the new retail environment,discusses the marketing significance of human-computer interaction in this environment,and provides a theoretical and practical data basis for enterprises to further iterate their marketing strategies.