Abstract

The research on network marketing performance evaluation, including evaluation indicator system and methods, lies in the core status in marketing performance management system. A new evaluation indicator system and wavelet BP neural network algorithm are presented to evaluate food network marketing performance. First, the evaluation indicator system of food network marketing performance is constructed based on analyzing the unique characteristics of food network marketing performance; Second, the wavelet BP algorithm is designed, then genetic algorithm is used and the calculation flows of the new algorithm are redesigned to improve the convergence speed of wavelet BP neural network algorithm; Finally, the presented evaluation indicator system and algorithm are realized to evaluate network marketing performance of three food network enterprises and the evaluation results show that that the algorithm can improve calculation efficiency and evaluation accuracy when used practically and can be used for evaluating other complicated systems also.

Keywords:

BP neural network algorithm, food network marketing performance evaluation, genetic algorithm, marketing performance management, wavelet,

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Competing interests

The authors have no competing interests.

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The authors have no competing interests.