网络营销的线下营销效果APLP评价模型的构建

摘要

As the rapid development of network marketing, monitoring the effect of network marketing is a mea⁃sure of the value of network marketing. Online sales business model of marketing effectiveness monitoring is rela⁃tively mature, however for many of the business models of non-direct online transactions, the research on the monitoring of marketing effect is not enough. By analyzing the process of consumer purchasing decision, this pa⁃per constructs the APLP model of marketing effect under the network marketing. And the detailed monitoring method of the model is further discussed.%网络营销发展迅速，监测网络营销的效果是衡量网络营销价值的手段；线上销售商业模式的营销效果监测比较成熟；而对于很多非直接在线交易的商业模式而言，线下营销效果的监测研究较少。本文通过分析消费者购买决策的过程，构建了网络营销线下营销效果的APLP模型，并进一步探讨了该模型的细化监测方法。