The Research on Internet Marketing Performance Evaluation of Commercial Banks

DOI

10.2991/iceeim-14.2014.34How to use a DOI?

Keywords

Commercial Banks, Internet Marketing, Improved Hierarchy Analysis, Fuzzy Comprehensive Evaluation

Abstract

With the further development of the Internet marketing in many segments of society, its performance evaluation has also become an important topic in the field of business and academia. In this paper, a performance evaluation index system of commercial banks containing four dimensions was established, including the website performance, the bank performance, the customer relationship performance and the social impact performance. Meanwhile, the system was evaluated by the comprehensive use of the Improved Hierarchy Analysis Method and Fuzzy Comprehensive Evaluation Method.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhengqing Luo
AU  - Liang Zhou
AU  - Qinling Ge
PY  - 2014/04
DA  - 2014/04
TI  - The Research on Internet Marketing Performance Evaluation of Commercial Banks
BT  - Proceedings of the 2014 International Conference on e-Education, e-Business and Information Management
PB  - Atlantis Press
SP  - 119
EP  - 122
SN  - 1951-6851
UR  - https://doi.org/10.2991/iceeim-14.2014.34
DO  - 10.2991/iceeim-14.2014.34
ID  - Luo2014/04
ER  -