基于结构方程的煤炭营销影响因素的实证研究

发布时间：2018-06-08 16:04

本文选题：煤炭营销 + 营销绩效　；参考：《技术经济与管理研究》2014年02期

【摘要】：煤炭营销管理是煤炭市场经济发展的必然趋势,在煤炭企业生存和发展过程中的作用和地位日益凸显,是煤炭企业做大、做强的必经阶段和有力手段,因此,煤炭的营销绩效管理是煤炭营销管理中的一个重要课题。本文对煤炭企业营销绩效中存在的问题进行重点分析,提出了"四度"对煤炭企业营销绩效的影响,即产销密切度、品质依赖度、市场影响度和合作满意度,并运用结构方程建模对研究假设进行验证。研究中发现,煤炭营销中的产销密切度、品质依赖度、市场影响度和合作满意度之间具有相互作用的特性。在煤炭营销中,较高的市场影响度必须通过较高合作满意度来实现,而合作满意度又需要通过较高的产销密切度和品质依赖度来实现。因此,合作满意度是煤炭营销中关键的绩效评价指标。本文同时阐释了"四度"可以作为煤炭企业营销绩效指数体系构建的基础。
[Abstract]:The marketing management of coal is the inevitable trend of the development of the coal market economy. The role and status of the coal marketing management in the process of survival and development of the coal enterprises are increasingly prominent. It is a necessary stage and a powerful means for the coal enterprises to become bigger and stronger. Coal marketing performance management is an important subject in coal marketing management. This paper focuses on the analysis of the problems existing in the marketing performance of coal enterprises, and puts forward the influence of "four degrees" on the marketing performance of coal enterprises, that is, the close degree of production and marketing, the degree of dependence on quality, the degree of market influence and the degree of satisfaction of cooperation. And the structural equation modeling is used to verify the research hypothesis. It is found that the degree of production and marketing, the dependence of quality, the degree of market influence and the degree of satisfaction of cooperation in coal marketing have the characteristics of interaction. In coal marketing, a higher degree of market influence must be achieved through a higher degree of cooperation satisfaction, and cooperation satisfaction must be achieved through a higher degree of production and marketing closeness and a high degree of dependence on quality. Therefore, cooperation satisfaction is the key performance evaluation index in coal marketing. At the same time, this paper explains that "four degrees" can be used as the basis for the construction of marketing performance index system of coal enterprises.
【作者单位】：中国矿业大学管理学院;
【分类号】：F426.21;F274

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