MRO商品采购中客户使用在线交易平台的影响因素研究

发布时间：2018-02-06 05:55

本文关键词： MRO 组织采纳 TOE框架组织行为同化结构方程模型　出处：《华东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国改革开放的深入发展,国外先进的企业管理模式和供应链管理理念逐渐被国内企业所接受。而对于MRO产品的采购管理,由于其具有品类多、单价低等特点,如果仍采用传统的原材料采购管理方式,将严重影响采购部门的工作效率。另外随着劳动力和原材料成本的日益增加以及企业对生产连续性的日益重视,越来越多的企业开始更加认真地审视MRO领域的综合成本支出。基于以上原因,越来越多的企业希望能与专业的MRO供应商合作,而不是同时管理多家单一产品供应商。由此国内广阔的市场需求给MRO供应商带来了巨大的发展机遇。另一方面,近些年电子商务势不可挡的推动了很多传统产业的转型,向人们展示了其强大的生命力。而MRO产品品类多、综合采购成本高等特点,又非常适合在网上进行销售。因此,MRO和互联网电子商务两者自然的进行了结合,催生了西域、固安捷等一批以电子商务模式进行MRO产品销售的企业。这样的在线MRO交易平台,具有品牌价值高、覆盖范围广、价格透明、产品齐全等优势,MRO产业的模式升级似乎已经是大势所趋。然而这些企业先进的管理模式和清晰的商业模式下并没有形成事实上的高市场占有率,据统计,国内的MRO市场还是以传统的各级经销商为主,占据市场七成以上份额。总体上说明,客户对在线MRO交易平台的认可和采纳不尽如人意。因此,本文意在通过理论研究获取可能影响客户采纳在线MRO交易平台的主要因素,并进行验证,用于帮助企业优化市场策略。首先本文深入研究了国内外MRO相关理论和组织采纳方面的文献,基于创新扩散、TOE框架、组织行为同化等理论提出了假设模型。随后通过设计结构化问卷,利用SPSS和AMOS软件对模型和统计数据进行实证分析。经过研究发现：客户的IT能力、客户感知的商家综合技术实力、技术匹配、针对MRO采购绩效的客户感知价值、针对MRO采购绩效的客户感知风险、客户MRO采购管理成熟度、高层对MRO采购态度、制度环境、客户的市场竞争环境、行业整体对MRO电商采纳、标杆企业对MRO电商采纳这些因素对客户采纳均有着明显的影响。最后根据以上影响采纳意愿的因素,本文针对当前在线MRO交易平台的运营给予了一定的优化建议。
[Abstract]:With the deepening development of China's reform and opening up, foreign advanced enterprise management model and supply chain management concept have been gradually accepted by domestic enterprises. However, for the procurement management of MRO products, there are many categories. The unit price is low and so on, if still adopts the traditional raw material purchase management method. Will seriously affect the efficiency of the procurement department. In addition, with the increasing cost of labor and raw materials, as well as the increasing emphasis on production continuity. More and more enterprises begin to pay more attention to the comprehensive cost expenditure in the field of MRO. For these reasons, more and more enterprises want to cooperate with professional MRO suppliers. Instead of managing many single product suppliers at the same time, the vast domestic market demand brings huge development opportunities to MRO suppliers. On the other hand. In recent years, electronic commerce has pushed forward the transformation of many traditional industries, showing people its strong vitality. However, MRO products have many categories and high cost of comprehensive procurement. It is also very suitable for online sales. Therefore, the combination of MRO and Internet e-commerce naturally gave birth to the Western region. Such online MRO trading platform has the advantages of high brand value, wide coverage, transparent price and complete products. The upgrading of MRO industry model seems to be the trend of the times. However, these enterprises' advanced management model and clear business model have not formed the actual high market share, according to statistics. The domestic MRO market is still dominated by traditional dealers at all levels, occupying more than 70% of the market share. Generally speaking, the recognition and adoption of online MRO trading platform by customers is unsatisfactory. Therefore, this paper intends to obtain the main factors that may affect the adoption of online MRO trading platform through theoretical research, and verify it. To help enterprises optimize market strategy. Firstly, this paper deeply studies the domestic and foreign MRO related theories and organizational adoption literature, based on innovation diffusion / ton framework. The theory of organizational behavior assimilation proposed a hypothetical model and then designed a structured questionnaire. Through the empirical analysis of the model and statistical data by using SPSS and AMOS software, it is found that the customer's IT capability, the comprehensive technical strength of the merchant perceived by the customer, and the technology matching. Aiming at the customer perceived value of MRO purchasing performance, the customer perceived risk of MRO purchasing performance, the maturity of customer MRO procurement management, the senior level purchasing attitude to MRO, the system environment. Customer market competition environment, the industry as a whole to adopt MRO e-commerce, benchmarking enterprises to adopt MRO e-commerce adoption of these factors have a significant impact on customer adoption. Finally, according to the above factors affecting the willingness to adopt. This paper gives some suggestions for the operation of online MRO trading platform.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.6;F426.4

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