基于非参数方法的网络营销效率评价

Network Marketing Efficiency Evaluation Based on Nonparametric Methods

网络营销作为一种新型营销方法,已经成为企业应对网络经济迅速发展的有效营销手段。研究网络营销效率有助于企业降低营销成本、提高营销效率。通过构建网络营销效率评价体系,利用非参数DEA方法建立了网络营销效率评价模型,选择阿里巴巴集团网络有限公司的相关数据作为研究对象,对该公司网络营销效率进行了实证研究,以清晰了解网络营销效率对企业经营业绩的影响。

Network marketing as a new marketing concept and method, has become an effective marketing tool for enter- prises to cope with the rapid development of internet economy. The study of network marketing efficiency will help enterpris- es reduce costs and improve marketing efficiency. Through building a network marketing efficiency evaluation system, using DEA method, and selecting the Alibaba Group network marketing performance data as study subjects, this paper empirically studies the Group＇s network marketing efficiency, and comes up with a clear understanding of the impact of the network mar- keting efficiency on business performance.