网络营销尽管发展历史较短,但却在企业经营中发挥着日益重要的作用,为了使网络营销发挥良好的效果就需要对其投入和产出进行科学评价。本文在现有研究基础上结合网络营销的最新发展构建了完善的评价指标体系,进而选择优化的BP神经网络模型进行建模检验,对帮助企业调整网络营销策略及方法、提高网络营销效果产生了积极作用。 Although internet marketing has a short history, it plays an increasingly important role in business operation. To make Internet marketing work well requires a scientific evaluation of its input and output. Based on the existing research, this paper builds a perfect evaluation index system based on the latest development of network marketing, and then selects the optimized BP neural network model for modeling test, which is helpful for enterprises to adjust network marketing strategy and method and improve network marketing effect positive effects.