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根据国内钢铁企业电子商务网络营销的现状,以东方钢铁电子商务有限公司及其网络营销系统为背景,分析了电子商务活动的现状及其网络营销系统的特征,从网络营销系统的效益、效率及服务三方面,提出系统绩效考核的基本要素、系统绩效考核的内容及评价标准,设计出系统绩效考核指标体系及考核方法,建立了评价系统绩效的数学模型。最后从电子商务供应链角度,讨论东方钢铁在线网络营销中牛鞭效应的定量描述及控制问题。
According to the status quo of e-commerce network marketing of domestic steel enterprises, the status quo of e-commerce activities and the characteristics of e-marketing system are analyzed from the perspective of e-commerce Co., Ltd. and its internet marketing system. From the perspective of network marketing system's efficiency, efficiency and Service three aspects, put forward the basic elements of system performance evaluation, system performance evaluation of the content and evaluation criteria, design system performance evaluation index system and assessment methods, the establishment of a mathematical model to evaluate the performance of the system. Finally, from the perspective of e-commerce supply chain, we discuss the quantitative description and control of bullwhip effect in the online marketing of Dongfang Steel.