电子商务运用提升企业综合绩效的作用机理研究
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- 英文论文题名：The Study of E-commerce Application on Business Performance
- 论文作者：李应 ; 蔡瑶瑶
- 英文论文作者：LI Ying ; CAI Yao-yao ; Management School of Hefei University of Technology
- 年：2016
- 作者机构：合肥工业大学管理学院;
- 论文关键词：电子商务 ; 营销能力 ; 企业绩效 ; 结构方程模型
- 英文论文关键词：e-commerce ; marketing capability ; business performance ; structural equation model
- 会议召开时间：2016-11-12
- 会议录名称：第十八届中国管理科学学术年会论文集
- 英文会议录名称：Proceedings of the 18th Chinese Annual Conference on Management Science
- 语种：中文
- 分类号：F272.5;F724.6
- 学会代码：ZHYJ
- 会议名称：第十八届中国管理科学学术年会
- 会议地点：中国陕西西安
- 主办单位：中国优选法统筹法与经济数学研究会、西安交通大学、中国科学院科技战略咨询研究院、《中国管理科学》编辑部
- 学会名称：中国优选法统筹法与经济数学研究会
- 页数：6
- 文件大小：472k
- 原文格式：O
- 会议级别：全国
摘要
以电子商务运用为自变量,企业绩效为因变量,营销能力为中介变量,探究电子商务运用促进企业绩效的机理,构建电子商务运用对企业绩效影响的中介作用模型,并做出营销能力在电子商务运用和企业绩效影响过程中起中介作用的假设,通过实证研究得出以下结论:电子商务运用正向影响营销能力,能有效提高销售活动效率、新产品开发、品牌维护和客户关系管理能力;营销能力在电子商务运用对企业绩效影响中起部分中介作用,企业可以通过实施电子商务提升营销能力以达到提高绩效的目的;运用电子商务能给企业带来潜在间接效益,不仅能有效提高财务绩效,而且能提高客户服务、内部流程等非财务绩效。
In this study,e-commerce is applied as independent variable,business performance as dependent variable,marketing capability as intermediary variables,aimed to explore the action mechanism by which ecommerce can improve enterprise performance.A theoretical model is constructed to illustrate the way ecommerce to improve enterprise performance and the hypothesis about the mediation effect of the marketing capability is put forward.Through the empirical study,these conclusions are drawn:e-commerce positively affects marketing capability,and effectively improve sales activities efficiency,new product development,brand maintenance and customer relationship management;and marketing capability in the e-commerce impacting on business performance plays an partial intermediary role,so enterprises can enhance marketing capabilities in order to achieve the purpose of improving performance through the e-commerce;contrarily,enterprises can use e-commerce provide a potential indirect benefit,not only can effectively improve financial performance,but also improve the non-financial performance,such as customer service,internal processes.
In this study,e-commerce is applied as independent variable,business performance as dependent variable,marketing capability as intermediary variables,aimed to explore the action mechanism by which ecommerce can improve enterprise performance.A theoretical model is constructed to illustrate the way ecommerce to improve enterprise performance and the hypothesis about the mediation effect of the marketing capability is put forward.Through the empirical study,these conclusions are drawn:e-commerce positively affects marketing capability,and effectively improve sales activities efficiency,new product development,brand maintenance and customer relationship management;and marketing capability in the e-commerce impacting on business performance plays an partial intermediary role,so enterprises can enhance marketing capabilities in order to achieve the purpose of improving performance through the e-commerce;contrarily,enterprises can use e-commerce provide a potential indirect benefit,not only can effectively improve financial performance,but also improve the non-financial performance,such as customer service,internal processes.
引文
[1]丁乃鹏,黄丽华.电子商务模式及其对企业的影响[J].中国软科学,2002,(1);44-47.
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[7]Angehm A.Designing mature internet business strategies:The ICDC model[J].European Management Journal,1997,15(4):361-369.
[8]Wu Fang,MahajanV,Balasubramania S.An analysis of e-business adoption and its impact on business performance[J].Academy of Marketing Science,2003,31(4):425-447.
[9]邵兵家,蔡志刚.电子商务活动对企业绩效影响的实证研究——以中国IT上市公司为例的研究[J].科技进步与对策,2005,(11):162-164.
[10]Avlonitis G J,Karayanni D A.The impact of internet use on business-to-business marketing[J].Industrial Marketing Management,2000,29(5):441-459.
[11]任峰,李垣,孙爱英.基于网络的企业营销活动实证分析[J].南开商业评论,2003,(4):37-41.
[12]Apigian C H,Ragu-Na-than B S,Ragu-Hathan T S,et al.Internet technology:The strategic imperative[J].Journal of Electronic Commerce Research,2005,6(2):123-145.
[13]曾晓洋,李劲松.论市场营销竞争力评价体系的构建[J].商业经济与管理,2002,127(5):9-13.
[14]林映光,孙岚,陈一君.企业市场营销能力的综合评价[J].科技情报开发与经济,2006,(19):179.180.
[15]陈氢.基于产品的电子商务营销模式探析[J].商业研究,2008,(8):210-213.
[16]卢艳秋,黄锴,吴祈宗.电子商务环境下企业客户关系管理模式研究[J].情报科学,2005,(6):908-911.
[17]姜旭平.经营和营销企业上网的核心[J].电子商务,2000,(3):84-86.
[18]薛建平,余伟平,牛永革.电子商务企业微博品牌传播效果研究[J].软科学,2013,12(12):67-71.
[19]迟国泰,李敏玲,杨德礼.电子商务环境下的客户关系管理策略[J].中国软科学,2002,(7):52-56.
[20]Kaplan R S,Norton D P.Using the balanced scorecard as a strategic management system[J].Harvard Business Review,2007,85(7),150-161.
[21]邱皓政,林碧芳.结构方程模型的原理与应用[M].北京:中国轻工业出版社,2012.
[22]温忠麟,张雷,侯杰泰,等.中介效应检验程序及其运用[J].心理学报,2004,36(5):614-620.
[2]Vorhies D W.An investigation of the factors leading to the development of marketing capabilities and organizational effectiveness[J].Journal of Strategic Marketing,1998,6(1):3-23.
[3]Day G S.The capabilities of market driven organizations[J].Journal of Marketing,1994.58(4):37-52.
[4]O'Driscoll A,Carson D.Gilmore A.Development marketing competence and managing in networks:A strategic perspective[J].Journal of Strategic Marketing,2000,8(2):183-196.
[5]Dutta S,Narasimhan O,Surendra R.Success in high technology market:Is marketing capability critical[J]?Marketing Science,1999,18(4):547-568.
[6]韩顺平,王永贵.市场营销能力及其绩效影响研究[J].管理世界,2006,(6):153-154.
[7]Angehm A.Designing mature internet business strategies:The ICDC model[J].European Management Journal,1997,15(4):361-369.
[8]Wu Fang,MahajanV,Balasubramania S.An analysis of e-business adoption and its impact on business performance[J].Academy of Marketing Science,2003,31(4):425-447.
[9]邵兵家,蔡志刚.电子商务活动对企业绩效影响的实证研究——以中国IT上市公司为例的研究[J].科技进步与对策,2005,(11):162-164.
[10]Avlonitis G J,Karayanni D A.The impact of internet use on business-to-business marketing[J].Industrial Marketing Management,2000,29(5):441-459.
[11]任峰,李垣,孙爱英.基于网络的企业营销活动实证分析[J].南开商业评论,2003,(4):37-41.
[12]Apigian C H,Ragu-Na-than B S,Ragu-Hathan T S,et al.Internet technology:The strategic imperative[J].Journal of Electronic Commerce Research,2005,6(2):123-145.
[13]曾晓洋,李劲松.论市场营销竞争力评价体系的构建[J].商业经济与管理,2002,127(5):9-13.
[14]林映光,孙岚,陈一君.企业市场营销能力的综合评价[J].科技情报开发与经济,2006,(19):179.180.
[15]陈氢.基于产品的电子商务营销模式探析[J].商业研究,2008,(8):210-213.
[16]卢艳秋,黄锴,吴祈宗.电子商务环境下企业客户关系管理模式研究[J].情报科学,2005,(6):908-911.
[17]姜旭平.经营和营销企业上网的核心[J].电子商务,2000,(3):84-86.
[18]薛建平,余伟平,牛永革.电子商务企业微博品牌传播效果研究[J].软科学,2013,12(12):67-71.
[19]迟国泰,李敏玲,杨德礼.电子商务环境下的客户关系管理策略[J].中国软科学,2002,(7):52-56.
[20]Kaplan R S,Norton D P.Using the balanced scorecard as a strategic management system[J].Harvard Business Review,2007,85(7),150-161.
[21]邱皓政,林碧芳.结构方程模型的原理与应用[M].北京:中国轻工业出版社,2012.
[22]温忠麟,张雷,侯杰泰,等.中介效应检验程序及其运用[J].心理学报,2004,36(5):614-620.