Research on Network Marketing Performance Evaluation Based on Fuzzy Theory

Xinwu Li

Electronic Business Department Jiangxi University of Finance and Economics Nanchang, China

Abstract: Implementing network marketing performance evaluation is an effective way to enhance network marketing, and how to evaluate it is one of the difficulties and hot research fields for the researchers related. The paper presents a new model for evaluating network marketing performance based on analyzing the characteristics of network customers’ behavior. First, the principle of analytic hierarchy process and fuzzy comprehensive evaluation are analyzed and the two methods are combined to satisfy the dynamics, subjective and transitional characteristics of network marketing performance evaluation indicators and improve evaluation accuracy; Second, an evaluation indicator system of network marketing performance evaluation is designed through analyzing the characteristics of network consumers’ behavior with more details; Finally datum from three network enterprises are taken for examples to verify the validity and feasibility of the model and the experimental results show that the model can evaluate network marketing performance practically and can help network enterprises take corresponding concrete measures to enhance its marketing performance.

Keywords: Network marketing performance evaluation; Multistage comprehensive fuzzy evaluation; Analytic hierarchy process; Consumer behavior analysis