Comprehensive Model for Evaluating Search Engine Marketing Effect

摘要：

Search engine marketing SEM , as one of the network marketing tools, is very important in enterprises’ network marketing. Therefore, it’s necessary to evaluate its effect. Based on the four goal level of SEM, we then construct an evaluation system for evaluating SEM effect, and apply the analytic hierarchy process to establish a SEM effect comprehensive evaluation model. Calculation and analysis show that the index judgment matrix of the model has passed the test of consistency check, and the model is available. Finally we conclude that the model provides scientific basis for decision-making on application of SEM.

关键词： Search engine marketing AHP evaluation model

作者: Caili Wang Xiaotong Hao

作者单位: School of Economics and Management,Tongji University,Shanghai, 200000, China School of Economics and Management, Tongji University, Shanghai, 200000, China

会议类型: 国际会议

会议名称: 2011 Fourth International Conference on Business Intelligence and Financial Engineering(第四届商务智能与金融工程国际会议 BIFE2011)

会议地点: 武汉

会议语种:英文

页码: 231-234

在线出版日期: 2011-10-17（万方平台首次上网日期，不代表论文的发表时间）