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论文编号：	6183
作者编号：	2220130008
上传时间：	2014/6/5 12:10:22
中文题目：	Imphotobook 公司的营销绩效评价研究
英文题目：	Marketing Performance Evaluation Research About Imphotobook Company
指导老师：	赵伟
中文关键字：	电子商务 营销绩效 绩效评价
英文关键字：	B2C; E-commerce; Marketing Performance; Performance Evaluation
中文摘要：	随着时代进步和信息技术飞速发展，人们的生活方式受到计算机网络的极大影响。国内外的企业，为了紧跟社会发展和经济效益提升的步伐，将自身发展的重点集中在电子商务营销方面，而以因特网为媒介的营销活动也成为当前各企业获得经济效益的重要形式，因此电子商务模式及其营销绩效也日益受到越来越多企业的重视。 B2C电子商务模式是电子商务的基本模式之一，是企业针对个人即顾客所开展的电子商务活动的总称；而所谓的“电子”也就是以互联网为平台所进行的一系列贸易活动。本文从B2C电子商务模式的营销绩效出发，针对Imphotobook电子商务公司的基本情况，全文分为五个部分对相关问题进行深入探讨和阐述： 论文首先对研究的背景和意义进行综合且明确的说明，强调该研究的必要性和可行性。接着对B2C电子商务模式的概念、特点和发展现状进行阐述，并引申出电子商务营销的内容、特点及基本方式的重点，随后论文结合Imphotobook的B2C电子商务公司的概况，明确公司B2C电子商务模式营销绩效评价指标体系的内容和说明，构建符合公司发展规划的营销绩效评价指标体系和模型。最后总结全文得出结论，指出营销绩效评价的实际操作中应当注意的重点和难点及评价过程中的注意事项，并对营销绩效评价进行展望，对B2C电子商务模式营销绩效评价未来发展可预测情况的分析。
英文摘要：	With the progress of the times and the rapid development of IT, the way people live by the great impact of the computer network. Focus from the world-wide Internet context of network technology and information communication technology, development, use and popularity of the steady development of world economy towards globalization and information. Into the computer network-based network economy era, corporate marketing and mass consumption have undergone a fundamental change. Both domestic and foreign enterprises, in order to keep up with the pace of social development and economic improvement, the focus of their own development focus in e-commerce marketing, and marketing activities of all enterprises a cost-effective form of Internet media e-business models and marketing performance is also increasingly subject to the attention of more and more enterprises. B2C e-commerce model is one of the basic model of e-commerce, e-commerce activities in general carried out by individuals that customers; the so-called "electronic" that is, the Internet as a platform for a series of trade activities. E-commerce marketing belongs to the network marketing reach, via the Internet to complete the more logical marketing aspect, to achieve marketing goals. Marketing performance of each enterprise management, marketing performance is the main objectives and tasks of the entire organization and individuals; marketing performance evaluation of scientific and effective, and conducive to business in a timely manner to its existing business management as a basis for formulation of management policies take full account of the social environment and industry background, focusing on the enterprise's core competitiveness and management efficiency from the overall e-commerce model of business has very important significance. Starting from the marketing performance of the B2C e-commerce model, and is divided into five parts on the issues related to the depth and elaboration for Imphotobook e-commerce company's basic situation: The first part of a comprehensive and clear description of the background and significance of the study, emphasizing the necessity and feasibility of the study; based at home and abroad and B2C e-commerce marketing performance evaluation of the relevant literature collection and collation, to grasp the current in this field of electronic Business Marketing Performance Assessment of the scope and extent of the problem; brief and accurate discussion of the study's basic ideas, methods and full-text content framework, so that the full text system condensed The second part deals with the concept of B2C e-commerce model, the characteristics and development status and come out on this basis the focus of marketing and B2C e-commerce, content, features, and the basic method, after the research focus for the full text, elaborated the concept of performance evaluation and meaning, the meaning of the performance evaluation system and its future development direction of main content. The basic content of the third part of the B2C e-commerce model for Marketing Performance Assessment and the key issues, combined with marketing performance price for further study, especially the core issue of concern in the B2C e-commerce network marketing, that is, the bullwhip effect, the information structure improve and demand forecast inaccurate and reasons for these problems, then the fundamental countermeasures to solve the problems of marketing performance evaluation, design principles and basic methods of performance evaluation of B2Ce-business models, marketing, and performance evaluation of the actual operation steps and measures. The fourth part of the combination of Imphotobook B2C e-commerce company profiles, marketing patterns and problems to do a brief overview of the content and description, marketing performance evaluation index system as the basis of clear the company's B2C e-commerce model building in the index system combining fuzzy; comprehensive evaluation and analysis was constructed to meet the company's characteristics and future development planning marketing performance evaluation model, including model construction, the indicator determining the weights to determine the build and the results of the evaluation matrix. The fifth part is the conclusion of the above four parts, Marketing Performance Assessment in the actual operation of a detailed and comprehensive Imphotobook of B2C e-commerce model should be noted that the emphasis and difficulty, as well as the evaluation process considerations; the entire research outlook, specific or slightly narrow view of research and marketing performance evaluation of B2C e-commerce model for the future development of predictability analysis of the situation.
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