新媒体背景下渠道间信息共享对渠道绩效影响的实证分析
发布时间：2019-04-01 23:29
【摘要】：随着互联网技术的发展,新媒体快速兴起,各种信息的生产与传播更加的方便、快捷,人们获取各种信息的渠道大为丰富,获取的信息量也呈爆发式增长。新媒体营销也开始在企业营销中崭露头角,尤其是随着电子商务的发展,在某些领域逐渐取代原有的营销方式。在这种信息大爆炸的背景下,如何通过提升渠道之间的信息沟通效率,打造信息共享机制,使得同级别渠道之间、渠道上下游之间掌握相应的有效信息,改善渠道关系,提升渠道成员只见到的信任与认同,提升渠道能力,成为渠道之间沟通的目标和重点。同时,随着渠道关系的转变,信息沟通在渠道交流中的作用越来越明显,信息共享与渠道绩效之间的作用与联系愈发紧密。在信息无法有效控制的情况下,如何通过信息共享来逐步改善渠道成员之间的关系并最终提高企业市场营销的渠道绩效,就成为非常重要的理论和现实问题。鉴于当前的学者们的研究中,对渠道关系中信任维度对营销渠道绩效影响的研究很多,在此基础之上,本文通过分析信息共享对于渠道关系中信任、认同两大要素的影响以及信息共享对渠道能力影响能力,建立关系模型。通过调查问卷法,搜集相关企业实际营销实际数据,通过spss19.0对采集到的数据进行分析,构建以信息共享为自变量,渠道关系以及渠道能力为中介变量,渠道绩效为因变量的理论模型,探讨渠道成员间信息共享对渠道绩效的影响。
[Abstract]:With the development of Internet technology and the rapid rise of new media, the production and dissemination of all kinds of information is more convenient and fast. The channels for people to obtain all kinds of information are very abundant, and the amount of information obtained is also increasing explosively. New media marketing also began to emerge in enterprise marketing, especially with the development of e-commerce, in some areas gradually replaced the original marketing mode. In the context of this information explosion, how to improve the efficiency of information communication between channels, create information sharing mechanism, so that the same level of channels, between the upstream and downstream channels to grasp the corresponding effective information, improve the channel relationship, Enhance channel members only see trust and identity, enhance channel capacity, become the target and focus of communication between channels. At the same time, with the change of channel relationship, the role of information communication in channel communication becomes more and more obvious, and the role and relationship between information sharing and channel performance is becoming more and more close. Under the condition that information can not be controlled effectively, how to gradually improve the relationship between channel members through information sharing and ultimately improve the channel performance of enterprise marketing becomes a very important theoretical and practical issue. In view of the current scholars' research, there are many researches on the influence of trust dimension on marketing channel performance in channel relationship. On this basis, this paper analyzes the trust of information sharing in channel relationship. Identify the influence of the two factors and the ability of information sharing to influence the channel capability, and establish the relationship model. Through questionnaire method, collect the actual marketing data of relevant enterprises, analyze the collected data through spss19.0, construct information sharing as independent variable, channel relationship and channel ability as intermediary variable. The theoretical model of channel performance as dependent variable discusses the influence of information sharing among channel members on channel performance.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
本文编号：2452008
[Abstract]:With the development of Internet technology and the rapid rise of new media, the production and dissemination of all kinds of information is more convenient and fast. The channels for people to obtain all kinds of information are very abundant, and the amount of information obtained is also increasing explosively. New media marketing also began to emerge in enterprise marketing, especially with the development of e-commerce, in some areas gradually replaced the original marketing mode. In the context of this information explosion, how to improve the efficiency of information communication between channels, create information sharing mechanism, so that the same level of channels, between the upstream and downstream channels to grasp the corresponding effective information, improve the channel relationship, Enhance channel members only see trust and identity, enhance channel capacity, become the target and focus of communication between channels. At the same time, with the change of channel relationship, the role of information communication in channel communication becomes more and more obvious, and the role and relationship between information sharing and channel performance is becoming more and more close. Under the condition that information can not be controlled effectively, how to gradually improve the relationship between channel members through information sharing and ultimately improve the channel performance of enterprise marketing becomes a very important theoretical and practical issue. In view of the current scholars' research, there are many researches on the influence of trust dimension on marketing channel performance in channel relationship. On this basis, this paper analyzes the trust of information sharing in channel relationship. Identify the influence of the two factors and the ability of information sharing to influence the channel capability, and establish the relationship model. Through questionnaire method, collect the actual marketing data of relevant enterprises, analyze the collected data through spss19.0, construct information sharing as independent variable, channel relationship and channel ability as intermediary variable. The theoretical model of channel performance as dependent variable discusses the influence of information sharing among channel members on channel performance.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
【参考文献】
相关期刊论文 前4条
1 刘佑铭;汪克夷;吴君;;营销渠道中知识共享对渠道关系的影响研究[J];财经问题研究;2009年01期
2 刘帅;;当代新媒体发展关键问题初步讨论[J];科技风;2009年15期
3 尹艳;;供应链的信息共享契约研究初探[J];科技情报开发与经济;2009年03期
4 陶厚永;刘洪;;知识共享机制对群体绩效的影响研究[J];科研管理;2008年02期
，本文编号：2452008
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2452008.html
