Analysis on Marketing Ability and Financial Performance in Internet Company

This paper measures marketing ability and financial performance and examines what cause the overall operations inefficiency based on the operational process decomposition. The empirical research on e-portal and e-commerce company show that e-portal company has better marketing ability while e-commer...

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Published in2015 IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology (WI-IAT) Vol. 3; pp. 52 - 55
Main Authors Zhuofan Yang, Yong Shi
Format Conference Proceeding
LanguageEnglish
Published IEEE 01.12.2015
Subjects
Analytical models
Companies
Couplings
data envelopment analysis
Data models
e-commerce
Internet
marketing
NEBM
Portals
Social network services
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Abstract This paper measures marketing ability and financial performance and examines what cause the overall operations inefficiency based on the operational process decomposition. The empirical research on e-portal and e-commerce company show that e-portal company has better marketing ability while e-commerce firm has better financial performance. For e-commerce company, it is marketing ability conversion inefficiency to lead to the overall operations inefficiency. In contrast, for e-portal company, lower financial performance conversion efficiency causes the overall operations inefficiency.
AbstractList This paper measures marketing ability and financial performance and examines what cause the overall operations inefficiency based on the operational process decomposition. The empirical research on e-portal and e-commerce company show that e-portal company has better marketing ability while e-commerce firm has better financial performance. For e-commerce company, it is marketing ability conversion inefficiency to lead to the overall operations inefficiency. In contrast, for e-portal company, lower financial performance conversion efficiency causes the overall operations inefficiency.
Author Zhuofan Yang
Yong Shi
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  surname: Yong Shi
  fullname: Yong Shi
  email: yshi@ucas.ac.cn
  organization: Key Res. Lab. of Big Data Min. & Knowledge Manage., Res. Center on Fictitious Econ. & Data Sci., Beijing, China
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Snippet This paper measures marketing ability and financial performance and examines what cause the overall operations inefficiency based on the operational process...
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SubjectTerms Analytical models
Companies
Couplings
data envelopment analysis
Data models
e-commerce
Internet
marketing
NEBM
Portals
Social network services
Title Analysis on Marketing Ability and Financial Performance in Internet Company
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