电子商务运用提升企业综合绩效的作用机理研究

发布时间：2018-03-09 14:08

本文选题：电子商务　切入点：营销能力　出处：《中国管理科学》2016年S1期 　论文类型：期刊论文

【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。
[Abstract]:Taking E-commerce application as independent variable, enterprise performance as dependent variable, marketing ability as intermediary variable, this paper explores the mechanism of E-commerce application to promote enterprise performance, and constructs the intermediary function model of the influence of e-commerce application on enterprise performance. And make the hypothesis that marketing ability plays an intermediary role in the process of e-commerce application and enterprise performance influence, and draw the following conclusion through empirical research: E-commerce application positively affects marketing ability, can effectively improve the efficiency of sales activities. New product development, brand maintenance and customer relationship management ability, marketing ability plays a part of intermediary role in the effect of e-commerce application on enterprise performance, enterprises can enhance their marketing ability through the implementation of e-commerce to achieve the purpose of improving performance. The application of electronic commerce can bring potential indirect benefits to enterprises, which can not only effectively improve financial performance, but also improve non-financial performance such as customer service, internal process and so on.
【作者单位】：合肥工业大学管理学院;
【基金】：第三次全国经济普查资料开发课题资助项目(ZB10) 安徽省哲学社会科学规划资助项目(AHSKY2015D68)
【分类号】：F724.6

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