线上线下营销主体耦合、互动、营销创新与营销绩效的关系实证研究

发布时间：2018-05-29 17:55

本文选题：线上线下主体 + 耦合　；参考：《企业经济》2015年08期

【摘要】：本文界定了线上线下营销主体耦合、互动、创新与营销绩效的概念,提出了四者之间的关系模型。通过调研205家企业,采用结构方程模型分析,结果表明:线上线下主体耦合不仅对营销绩效有显著的直接正向影响,而且通过中间变量营销创新对营销绩效有显著的正向影响;线上线下主体互动通过中间变量营销创新对营销绩效有显著的正向影响;线上线下主体耦合与线上线下主体互动正相关。最后提出如下建议:依据线上线下营销主体耦合互动、营销创新、营销绩效之间的关系,进行企业管理、营销流程的总体设计;通过从技术系统,组织及文化、人员选拔这几个方面入手,加强线上线下营销的耦合;通过加强任务性互动与鼓励情感性互动,提高线上线下营销主体的互动水平;在耦合、互动的基础上从市场内部与市场外部两个方面寻求营销创新。
[Abstract]:This paper defines the concepts of coupling, interaction, innovation and marketing performance between online and offline marketing agents, and puts forward a relationship model between the four parties. Based on the investigation of 205 enterprises, the results show that the coupling between online and offline subjects has a significant direct positive impact on marketing performance, and marketing innovation has a significant positive impact on marketing performance through intermediate variable marketing innovation. The interaction between online and offline subjects has a significant positive impact on marketing performance through intermediate variable marketing innovation; the coupling between online and offline subjects is positively related to the interaction between online and offline subjects. Finally, the following suggestions are put forward: according to the relationship between online and offline marketing subject coupling, marketing innovation, marketing performance, the overall design of enterprise management and marketing process; from the technical system, organization and culture, Starting with these aspects of personnel selection, we should strengthen the coupling between online and offline marketing; enhance the interaction level between online and offline marketing agents by strengthening task interaction and encouraging emotional interaction; On the basis of interaction, we seek marketing innovation from two aspects: inside and outside the market.
【作者单位】：梧州学院经济与工商管理学院;湖南农业大学经济学院;
【基金】：广西高校人文科研项目“网上泰国顾客忠诚模型研究”(批准号:LX2014366)
【分类号】：F274

【相似文献】