价格竞争对电子商务企业网络营销绩效的影响研究

发布时间：2018-04-23 13:17

本文选题：电子商务企业 + 网络营销绩效　；参考：《江西财经大学》2016年硕士论文

【摘要】：随着信息技术的发展和互联网的普及,电子商务企业发展迅速,但是近几年来,电子商务企业的利润空间逐渐下降,为了争夺市场份额,各个电子商务企业不断通过价格竞争的手段来吸引消费者的眼球。在短期内,价格竞争能够带来销量的增长,但是从长期来看,价格竞争却不利于电子商务企业的可持续性发展,因此,价格竞争如何影响网络营销的绩效成为电子商务企业关注的重点。本文探析了价格竞争对于网络营销绩效各个影响因子的作用强度,电子商务企业在参与价格竞争的时候需要特别关注那些价格竞争作用强度大的因子,趋利避害,提高企业的网络营销绩效,这正是本文的实践意义所在。本文的主要研究内容可以分为以下四个方面。首先,本文对国内外学者的研究进行综述。通过对电子商务市场的价格竞争、网络营销绩效的影响因素、价格竞争对网络营销绩效的影响等几个方面进行梳理,发现国内外学者关于价格竞争对网络营销绩效影响的研究尚不多见。已有的研究中研究对象主要集中于价格竞争的利弊、价格竞争对企业品牌的影响等。本文在学者们研究的基础上,从网络营销绩效的影响因子出发,探析价格竞争对各个影响因子的作用强度。其次,分析电子商务企业价格竞争的现状以及影响。电子商务市场中价格竞争现象非常普遍,价格竞争有利于社会资源的优化配置,有利于提高企业的综合影响力,有利于更好地培养现有客户的忠诚度,但是价格竞争严重扰乱了市场秩序,影响了消费者的顾客满意度。因此,电子商务企业需要了解价格竞争对这些绩效因子的作用强度到底有多大,才能更好地制定价格竞争策略。再次,运用文献综述法和专家打分法重构了网络营销绩效影响因素体系。本文先对国内外学者的研究进行归纳总结,提出了网络营销绩效影响因素的分类假设。再结合专家打分法,提炼出网站安全性、网站设计性、网络口碑、网络推广、顾客服务这5个网络营销绩效的影响因素,并细化出17个二级影响因子。在此基础之上,重构了价格竞争下的网络营销绩效影响因素体系。最后,建立BP神经网络数学模型,得到价格竞争对各个绩效影响因子的作用强度。通过分析实证结果,得到本文的研究结论:价格竞争对物流服务速度、页面响应速度、网上支付安全以及问题解决效率等因子的作用强度非常大,其中价格竞争对物流服务速度的作用强度最大,为0.114;价格竞争对页面风格设计、收到商品完整性、企业美誉度、顾客好评数、用户信息安全性等因子的作用强度比较小,其中价格竞争对页面风格设计的作用强度最小,为0.025。针对研究所得结论,提出了相关建议:电子商务企业应充分考虑价格竞争对网络营销绩效各个影响因子的作用强度,对于作用强度大的因子要特别注意和改善。也就是说当企业参与价格竞争的时候,如果能够充分注意这些作用强度大的因子,事先进行趋利避害,就能在价格竞争中处于不败的地位。
[Abstract]:With the development of information technology and the popularity of the Internet, e-commerce enterprises have developed rapidly. However, in recent years, the profit space of e-commerce enterprises has declined gradually. In order to compete for market share, all e-commerce enterprises continue to attract consumers' eyeballs by means of price competition. In the short term, price competition can bring sales volume. However, in the long run, price competition is not conducive to the sustainable development of e-commerce enterprises. Therefore, how the price competition affects the performance of network marketing has become the focus of e-commerce enterprises. This paper analyzes the effect of price competition on the impact factors of network marketing performance. At the time of competition with the price, it is necessary to pay special attention to those factors that have great strength in the price competition. It is the practical significance of this article. The main research content of this article can be divided into the following four aspects. First, this paper summarizes the research of scholars at home and abroad. The price competition of the market, the influencing factors of the performance of the network marketing, the influence of price competition on the performance of the network marketing, and so on. It is found that there are few studies on the influence of price competition on the performance of network marketing at home and abroad. The research objects in the present study mainly focus on the advantages and disadvantages of price competition, and the price competition is the same. On the basis of the scholars' research, this paper, based on the influence factors of the performance of the network marketing, analyzes the effect of the price competition on the impact factors. Secondly, it analyzes the current situation and influence of the price competition in e-commerce enterprises. The competition phenomenon of the price competition is very common in the e-business market, and the price competition is beneficial to the price competition. The optimal allocation of social resources helps to improve the comprehensive influence of the enterprise and improve the loyalty of the existing customers. However, the price competition seriously disrupts the market order and affects the customer satisfaction. Therefore, the e-commerce enterprises need to understand the effect of price competition on these performance factors in the end. We can make the price competition strategy better. Thirdly, it reconstructs the influence factor system of network marketing performance by using the literature review method and the expert scoring method. This paper first summarizes the domestic and foreign scholars' research, puts forward the classification hypothesis of the factors affecting the network marketing performance, and then combines the expert scoring method to extract the security of the web site. Station design, network word of mouth, network promotion, customer service, the influence factors of the 5 network marketing performance, and refine 17 two level influence factors. On this basis, reconstructs the influence factor system of the network marketing performance under the price competition. Finally, the BP neural network mathematical model is established to obtain the impact factors of the price competition to each performance. Through the analysis of the empirical results, we get the conclusion of this paper: price competition has a great effect on logistics service speed, page response speed, online payment security and problem solving efficiency, among which price competition plays the most important role in logistics service speed, which is 0.114, price competition is designed for page style, The strength of the factors such as the integrity of the goods, the reputation of the enterprise, the good number of the customers, the security of the user and other factors are relatively small, and the price competition has the smallest effect on the design of the page style. For 0.025., some suggestions are put forward for the conclusions of the study: the e-commerce enterprises should take full consideration of the price competition to the performance of the network marketing. The effect intensity of the influence factor should be paid special attention and improvement to the factor of great strength, that is to say, when the enterprise participates in the price competition, if we can pay full attention to the factors which have great strength, we can be in the undefeated position in the price competition by taking advantage of profit and avoiding harm in advance.

【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

【参考文献】