企业网络营销绩效评估指标体系构建研究

Research on Constructing the Evaluation Index System of Enterprise E-marketing Performance

网络营销已成为企业实现其经营目标的重要手段,对网络营销绩效的评估也受到越来越多企业的关注与重视,但目前的研究与实践更多地是偏重于从财务角度进行测评。平衡记分卡作为绩效管理的重要工具,可实现财务指标与非财务指标的平衡,因此可以以平衡记分卡为基础,基于KPI的基本原理,构建企业网络营销绩效评估指标体系。

E-marketing has become an important approach for enterprises to achieve operation targets, and assessing the network marketing performance has also attracted more and more concerns and attentions of enterprises, but at present the researches and practices in these fields much more focus on the evaluation from a financial point of view. As an important tool for performanee management, balanced scorecard has achieved the balance betweent the financial indicators and non-financial ones. Therefore, on the basis of the balanced scorecard, building e-marketing performance evaluation indicator system could be accomplished on the basic principles of KPI.