本文關(guān)鍵詞： 鋼鐵企業(yè) 網(wǎng)絡(luò)營銷渠道 渠道選擇 影響因素 績效　出處：《對外經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)今信息化日益成為社會主流的時(shí)代,隨著網(wǎng)絡(luò)營銷渠道的外部環(huán)境不斷得到改善,一直困擾網(wǎng)絡(luò)營銷渠道的誠信、物流、支付等問題,通過政府、社會和各廠商的共同努力,正在逐步得到解決并已初見成效,這也促使越來越多的鋼鐵企業(yè)開始認(rèn)識到網(wǎng)絡(luò)營銷渠道的作用并開始應(yīng)用。鋼鐵企業(yè)使用網(wǎng)絡(luò)營銷作為一個(gè)額外的營銷渠道,逐漸受到越來越多鋼鐵公司的重視和推崇。本文的目標(biāo)在于探討具體影響鋼鐵企業(yè)采用網(wǎng)絡(luò)營銷的因素有哪些?選擇網(wǎng)絡(luò)渠道后,是否會增加企業(yè)的收入水平?鋼鐵企業(yè)加入了與經(jīng)銷商、中間商的直接競爭,是否網(wǎng)絡(luò)營銷渠道的出現(xiàn)會影響其他傳統(tǒng)營銷渠道,是否會影響鋼鐵企業(yè)的績效?為鋼鐵企業(yè)提供現(xiàn)實(shí)指導(dǎo)。本文首先回顧與總結(jié)國內(nèi)外學(xué)者對網(wǎng)絡(luò)營銷渠道發(fā)展、我國鋼鐵企業(yè)營銷渠道選擇的理論研究,在此基礎(chǔ)上,建立本文的基本理論架構(gòu),確定能夠影響鋼鐵企業(yè)采用網(wǎng)絡(luò)營銷渠道的因素,采用網(wǎng)絡(luò)營銷渠道后對企業(yè)自身績效的影響,并提出相應(yīng)的理論假設(shè)。采用現(xiàn)場訪談的研究方法,進(jìn)行檢驗(yàn),并利用中國鋼鐵工業(yè)協(xié)會與鋼銀鋼鐵現(xiàn)貨交易平臺兩個(gè)行業(yè)數(shù)據(jù)庫,采用線性回歸方程的方法鑒別和檢驗(yàn)所提出的假設(shè)。最后說明論文的主要結(jié)論和不足,以及展望。
[Abstract]:With the improvement of the external environment of the network marketing channel, the problems of integrity, logistics and payment of the network marketing channel have been troubled by the joint efforts of the government, the society and the various manufacturers. It is gradually being solved and has achieved initial results, which has prompted more and more steel enterprises to realize the role of network marketing channels and to apply them. Steel enterprises use network marketing as an additional marketing channel. Gradually more and more steel companies pay attention to and praise. The goal of this paper is to explore the specific factors that affect the adoption of network marketing in iron and steel enterprises. After choosing the network channel, will it increase the income level of the enterprise? Iron and steel enterprises have joined the direct competition with dealers and middlemen, is the emergence of network marketing channels will affect other traditional marketing channels, whether it will affect the performance of iron and steel enterprises? This paper first reviews and summarizes the theoretical research on the development of network marketing channels and the choice of marketing channels for iron and steel enterprises at home and abroad, on the basis of which, the basic theoretical framework of this paper is established. To determine the factors that can affect the adoption of network marketing channels in iron and steel enterprises, and the impact of network marketing channels on the performance of enterprises, and put forward the corresponding theoretical assumptions. By using the trade database of China Iron and Steel Association and the spot trading platform of steel and silver, the hypothesis is identified and tested by the method of linear regression equation. Finally, the main conclusions and shortcomings of the paper and the prospect are explained.
【學(xué)位授予單位】：對外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.31;F274

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