安阳工学院学报
安暘工學院學報
안양공학원학보
JOURNAL OF ANYANG INSTITUTE OF TECHNOLOGY
2015年
4期
75-77
,共3页
网络营销%线下%营销效果%APLP模型
網絡營銷%線下%營銷效果%APLP模型
망락영소%선하%영소효과%APLP모형
network marketing%off-line%marketing effect%APLP model
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。
網絡營銷髮展迅速，鑑測網絡營銷的效果是衡量網絡營銷價值的手段；線上銷售商業模式的營銷效果鑑測比較成熟；而對于很多非直接在線交易的商業模式而言，線下營銷效果的鑑測研究較少。本文通過分析消費者購買決策的過程，構建瞭網絡營銷線下營銷效果的APLP模型，併進一步探討瞭該模型的細化鑑測方法。
망락영소발전신속，감측망락영소적효과시형량망락영소개치적수단；선상소수상업모식적영소효과감측비교성숙；이대우흔다비직접재선교역적상업모식이언，선하영소효과적감측연구교소。본문통과분석소비자구매결책적과정，구건료망락영소선하영소효과적APLP모형，병진일보탐토료해모형적세화감측방법。
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.
