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Study on Comprehensive Evaluation Model of Cyber Marketing Performance Based on the Multi-Level Fuzzy Theory

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1 Author(s)
Wen-Hai Gao ; Hebei Univ. of Sci. & Technol., Shijiazhuang

Recently, with the network technology widely applied in enterprises, Cyber marketing must be the main stream in the process of enterprise marketing. Therefore, performance evaluation of cyber marketing would be one of the important questions faced in the process of enterprise managing. From the website effect, cyber marketing efficiency and cyber marketing performance etc three inspects, this paper designs the following indexes, including website design, website function, spread, flow rate, sales efficiency, retail efficiency, advertisement effect, competition effect, service effect, the public effect and finance achievement etc 11 second-class evaluation indexes and 44 third-class indexes. So we set up 4 layers system of evaluation index and make use of multi-level fuzzy synthetic evaluation method, combining AHP and Delpel to evaluate performance of cyber marketing.

Published in:

Machine Learning and Cybernetics, 2007 International Conference on  (Volume:3 )

Date of Conference:

19-22 Aug. 2007

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