钢铁企业采用网络营销渠道的影响因素及其绩效研究

发布时间：2018-02-07 14:04

本文关键词： 钢铁企业网络营销渠道渠道选择影响因素绩效　出处：《对外经济贸易大学》2015年硕士论文　论文类型：学位论文

【摘要】：当今信息化日益成为社会主流的时代,随着网络营销渠道的外部环境不断得到改善,一直困扰网络营销渠道的诚信、物流、支付等问题,通过政府、社会和各厂商的共同努力,正在逐步得到解决并已初见成效,这也促使越来越多的钢铁企业开始认识到网络营销渠道的作用并开始应用。钢铁企业使用网络营销作为一个额外的营销渠道,逐渐受到越来越多钢铁公司的重视和推崇。本文的目标在于探讨具体影响钢铁企业采用网络营销的因素有哪些?选择网络渠道后,是否会增加企业的收入水平?钢铁企业加入了与经销商、中间商的直接竞争,是否网络营销渠道的出现会影响其他传统营销渠道,是否会影响钢铁企业的绩效?为钢铁企业提供现实指导。本文首先回顾与总结国内外学者对网络营销渠道发展、我国钢铁企业营销渠道选择的理论研究,在此基础上,建立本文的基本理论架构,确定能够影响钢铁企业采用网络营销渠道的因素,采用网络营销渠道后对企业自身绩效的影响,并提出相应的理论假设。采用现场访谈的研究方法,进行检验,并利用中国钢铁工业协会与钢银钢铁现货交易平台两个行业数据库,采用线性回归方程的方法鉴别和检验所提出的假设。最后说明论文的主要结论和不足,以及展望。
[Abstract]:With the improvement of the external environment of the network marketing channel, the problems of integrity, logistics and payment of the network marketing channel have been troubled by the joint efforts of the government, the society and the various manufacturers. It is gradually being solved and has achieved initial results, which has prompted more and more steel enterprises to realize the role of network marketing channels and to apply them. Steel enterprises use network marketing as an additional marketing channel. Gradually more and more steel companies pay attention to and praise. The goal of this paper is to explore the specific factors that affect the adoption of network marketing in iron and steel enterprises. After choosing the network channel, will it increase the income level of the enterprise? Iron and steel enterprises have joined the direct competition with dealers and middlemen, is the emergence of network marketing channels will affect other traditional marketing channels, whether it will affect the performance of iron and steel enterprises? This paper first reviews and summarizes the theoretical research on the development of network marketing channels and the choice of marketing channels for iron and steel enterprises at home and abroad, on the basis of which, the basic theoretical framework of this paper is established. To determine the factors that can affect the adoption of network marketing channels in iron and steel enterprises, and the impact of network marketing channels on the performance of enterprises, and put forward the corresponding theoretical assumptions. By using the trade database of China Iron and Steel Association and the spot trading platform of steel and silver, the hypothesis is identified and tested by the method of linear regression equation. Finally, the main conclusions and shortcomings of the paper and the prospect are explained.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.31;F274

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