基于线性规划法的电子商务网站推广效果评估

The effect evaluation of e-commerce sites promotion based on the linear programming method

电子商务网站推广效果评估有利于衡量各种推广方法的效率,评估方法因人而异。论文采集了大陆在香港和美国上市的电子商务公司的实际数据,运用线性回归分析法得出网站访问量与营业收入存在线性相关关系,确立网站访问量作为评估指标。设计电子商务网站推广效果评估模型,建立网站推广效率目标函数,运用线性规划法求解最优值,使推广达到最佳效果。实证表明,此方法可实现对电子商务网站推广效果的评估。

The effect evaluation of e-commerce site promotion is helpful to measure the efficiency of all kinds of promotion methods. The assessment method of promotion effect vary from person to person. This paper collects the actual data of e-commerce company of Chinese Mainland listed in the Hong Kong and U.S. It coneludes that there is a linear relationship between site traffic and revenue through using the method of linear re The site traffic is defined as evaluation index. The evaluation model of promotion effect of ecommerce sites is set up. So is the target function of web site promoting efficiency. The optimal value is achieved through that this using the linear programming method. The goal of site promotion is realized. Empirical evidence shows method is useful for effect evaluation of sites promotion.