| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 102 === According to the report, Taiwan's high-speed Internet Use Survey, published in the online shopping service, the ratio of using it around the country is 59%. It means that every two people who used online shopping at least once. How to maintain the competitiveness of enterprises on the Internet Mall is a very important issue. Therefore, with the growing of economic development, the living standards of citizens, and the change in consumers’ shopping habits. The study was to explore the Internet Mall of integrated Marketing Communications performance evaluation, the relative influence of IMC performance evaluation dimensions and criteria relationship, weight, performance through five major dimensions of literature compiled integrated marketing communications performance assessment (customer side, implementation side, financial side, planning side, the media exposed surface) and 20 criteria (customer profitability, customer satisfaction, purchase frequency analysis, customer loyalty, customer share and spread the message of consistency, sector coordination, support staff, senior management support, profits, sales revenue, cash flow, customer orientation, stakeholder-oriented database efficiency and strategic planning processes, communication objectives, the media exposure, product impression, personal contacts) and through Hybrid Multiple Criteria Decision-Making Model to establish performance evaluation model. The DEMATEL (Decision Making Trial And Evaluation Laboratory) influence the decision-making laboratory analysis to establish the degree of association IMC dimensions and performance evaluation criteria, supplemented DANP (DEMATEL-based Analytic Network Process) analysis network Process to decide to integrate the relative weights of marketing communications performance evaluation criteria dimensions and weight; finally via VIKOR (VlseKriterijumska Optimizacija I Kompromisno Resenje) eclectic sort IMC integrate performance evaluation test. In DEMATEL, it was found that among the factors affect network performance Mall IMC key facet, D1 "customer side" affects most, whereas D3 "Financial surface" as the ultimate source of being affected. In guidelines C5 "customer share" affects most, C12 "cash flow" is ultimately affected. Another advantage of DANP found D4 "Planning side" carries the highest weight, D2 "implementation side" carries a minimum of weight. In guidelines, C12 "cash flow" carries the highest weight, whereas C5 " customer share" carries the lowest weight. Thus, carrying out appraisals VIKOR overall evaluation to B Internet mall is the most prominent, but the most prominent is not E -Shop . Finally, this study use various dimensions and the causality, weight, performance of criteria, and then make relevant recommendations for network and refined strategies to meet the needs of operators on marketing activities, and get closer to the real needs of consumers.
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