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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。
Using e-commerce as an independent variable, corporate performance as a dependent variable, and marketing ability as intermediary variables, exploring the mechanism of promoting corporate performance through e-commerce use, establishing an intermediary role model of e-commerce application impact on corporate performance, and making marketing capabilities electronic Assumptions that mediate the role of business use and corporate performance impacts, through empirical research, draw the following conclusions: E-commerce applications positively influence marketing capabilities and can effectively increase sales activity efficiency, new product development, brand maintenance, and customer relationship management capabilities; Marketing capabilities play a role in mediating the impact of e-commerce applications on corporate performance. E-commerce can enhance marketing capabilities to improve performance. E-commerce can bring potential indirect benefits to companies, and can not only effectively improve financial performance. , And can improve non-financial performance such as customer service and internal processes.