本文選題：電子商務(wù)企業(yè) + 網(wǎng)絡(luò)營(yíng)銷績(jī)效�。� 參考：《江西財(cái)經(jīng)大學(xué)》2016年碩士論文

【摘要】：隨著信息技術(shù)的發(fā)展和互聯(lián)網(wǎng)的普及,電子商務(wù)企業(yè)發(fā)展迅速,但是近幾年來(lái),電子商務(wù)企業(yè)的利潤(rùn)空間逐漸下降,為了爭(zhēng)奪市場(chǎng)份額,各個(gè)電子商務(wù)企業(yè)不斷通過(guò)價(jià)格競(jìng)爭(zhēng)的手段來(lái)吸引消費(fèi)者的眼球。在短期內(nèi),價(jià)格競(jìng)爭(zhēng)能夠帶來(lái)銷量的增長(zhǎng),但是從長(zhǎng)期來(lái)看,價(jià)格競(jìng)爭(zhēng)卻不利于電子商務(wù)企業(yè)的可持續(xù)性發(fā)展,因此,價(jià)格競(jìng)爭(zhēng)如何影響網(wǎng)絡(luò)營(yíng)銷的績(jī)效成為電子商務(wù)企業(yè)關(guān)注的重點(diǎn)。本文探析了價(jià)格競(jìng)爭(zhēng)對(duì)于網(wǎng)絡(luò)營(yíng)銷績(jī)效各個(gè)影響因子的作用強(qiáng)度,電子商務(wù)企業(yè)在參與價(jià)格競(jìng)爭(zhēng)的時(shí)候需要特別關(guān)注那些價(jià)格競(jìng)爭(zhēng)作用強(qiáng)度大的因子,趨利避害,提高企業(yè)的網(wǎng)絡(luò)營(yíng)銷績(jī)效,這正是本文的實(shí)踐意義所在。本文的主要研究?jī)?nèi)容可以分為以下四個(gè)方面。首先,本文對(duì)國(guó)內(nèi)外學(xué)者的研究進(jìn)行綜述。通過(guò)對(duì)電子商務(wù)市場(chǎng)的價(jià)格競(jìng)爭(zhēng)、網(wǎng)絡(luò)營(yíng)銷績(jī)效的影響因素、價(jià)格競(jìng)爭(zhēng)對(duì)網(wǎng)絡(luò)營(yíng)銷績(jī)效的影響等幾個(gè)方面進(jìn)行梳理,發(fā)現(xiàn)國(guó)內(nèi)外學(xué)者關(guān)于價(jià)格競(jìng)爭(zhēng)對(duì)網(wǎng)絡(luò)營(yíng)銷績(jī)效影響的研究尚不多見(jiàn)。已有的研究中研究對(duì)象主要集中于價(jià)格競(jìng)爭(zhēng)的利弊、價(jià)格競(jìng)爭(zhēng)對(duì)企業(yè)品牌的影響等。本文在學(xué)者們研究的基礎(chǔ)上,從網(wǎng)絡(luò)營(yíng)銷績(jī)效的影響因子出發(fā),探析價(jià)格競(jìng)爭(zhēng)對(duì)各個(gè)影響因子的作用強(qiáng)度。其次,分析電子商務(wù)企業(yè)價(jià)格競(jìng)爭(zhēng)的現(xiàn)狀以及影響。電子商務(wù)市場(chǎng)中價(jià)格競(jìng)爭(zhēng)現(xiàn)象非常普遍,價(jià)格競(jìng)爭(zhēng)有利于社會(huì)資源的優(yōu)化配置,有利于提高企業(yè)的綜合影響力,有利于更好地培養(yǎng)現(xiàn)有客戶的忠誠(chéng)度,但是價(jià)格競(jìng)爭(zhēng)嚴(yán)重?cái)_亂了市場(chǎng)秩序,影響了消費(fèi)者的顧客滿意度。因此,電子商務(wù)企業(yè)需要了解價(jià)格競(jìng)爭(zhēng)對(duì)這些績(jī)效因子的作用強(qiáng)度到底有多大,才能更好地制定價(jià)格競(jìng)爭(zhēng)策略。再次,運(yùn)用文獻(xiàn)綜述法和專家打分法重構(gòu)了網(wǎng)絡(luò)營(yíng)銷績(jī)效影響因素體系。本文先對(duì)國(guó)內(nèi)外學(xué)者的研究進(jìn)行歸納總結(jié),提出了網(wǎng)絡(luò)營(yíng)銷績(jī)效影響因素的分類假設(shè)。再結(jié)合專家打分法,提煉出網(wǎng)站安全性、網(wǎng)站設(shè)計(jì)性、網(wǎng)絡(luò)口碑、網(wǎng)絡(luò)推廣、顧客服務(wù)這5個(gè)網(wǎng)絡(luò)營(yíng)銷績(jī)效的影響因素,并細(xì)化出17個(gè)二級(jí)影響因子。在此基礎(chǔ)之上,重構(gòu)了價(jià)格競(jìng)爭(zhēng)下的網(wǎng)絡(luò)營(yíng)銷績(jī)效影響因素體系。最后,建立BP神經(jīng)網(wǎng)絡(luò)數(shù)學(xué)模型,得到價(jià)格競(jìng)爭(zhēng)對(duì)各個(gè)績(jī)效影響因子的作用強(qiáng)度。通過(guò)分析實(shí)證結(jié)果,得到本文的研究結(jié)論:價(jià)格競(jìng)爭(zhēng)對(duì)物流服務(wù)速度、頁(yè)面響應(yīng)速度、網(wǎng)上支付安全以及問(wèn)題解決效率等因子的作用強(qiáng)度非常大,其中價(jià)格競(jìng)爭(zhēng)對(duì)物流服務(wù)速度的作用強(qiáng)度最大,為0.114;價(jià)格競(jìng)爭(zhēng)對(duì)頁(yè)面風(fēng)格設(shè)計(jì)、收到商品完整性、企業(yè)美譽(yù)度、顧客好評(píng)數(shù)、用戶信息安全性等因子的作用強(qiáng)度比較小,其中價(jià)格競(jìng)爭(zhēng)對(duì)頁(yè)面風(fēng)格設(shè)計(jì)的作用強(qiáng)度最小,為0.025。針對(duì)研究所得結(jié)論,提出了相關(guān)建議:電子商務(wù)企業(yè)應(yīng)充分考慮價(jià)格競(jìng)爭(zhēng)對(duì)網(wǎng)絡(luò)營(yíng)銷績(jī)效各個(gè)影響因子的作用強(qiáng)度,對(duì)于作用強(qiáng)度大的因子要特別注意和改善。也就是說(shuō)當(dāng)企業(yè)參與價(jià)格競(jìng)爭(zhēng)的時(shí)候,如果能夠充分注意這些作用強(qiáng)度大的因子,事先進(jìn)行趨利避害,就能在價(jià)格競(jìng)爭(zhēng)中處于不敗的地位。
[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.

【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F274

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