Research on Evaluation Architecture of Marketing Performance for E-Commerce Websites

摘要

With the development of e-commerce websites, more and more firms use websites to advertise their products and brands and statues. How to evaluate marketing performance of firms on web-based e-commerce becomes more important problem. This paper analyses influencing factors of marketing performance under e-commerce websites. And it suggests an evaluation model based on combination of fuzzy logic and hierarchy methods. The model uses fuzzy set and average weights way to quantify the factors and thus, it can supplies a way to help firms to improve evaluating tools and modify their marketing strategies.