本文選題：線上線下主體 + 耦合�。� 參考：《企業(yè)經(jīng)濟(jì)》2015年08期

【摘要】：本文界定了線上線下營銷主體耦合、互動(dòng)、創(chuàng)新與營銷績效的概念,提出了四者之間的關(guān)系模型。通過調(diào)研205家企業(yè),采用結(jié)構(gòu)方程模型分析,結(jié)果表明:線上線下主體耦合不僅對(duì)營銷績效有顯著的直接正向影響,而且通過中間變量營銷創(chuàng)新對(duì)營銷績效有顯著的正向影響;線上線下主體互動(dòng)通過中間變量營銷創(chuàng)新對(duì)營銷績效有顯著的正向影響;線上線下主體耦合與線上線下主體互動(dòng)正相關(guān)。最后提出如下建議:依據(jù)線上線下營銷主體耦合互動(dòng)、營銷創(chuàng)新、營銷績效之間的關(guān)系,進(jìn)行企業(yè)管理、營銷流程的總體設(shè)計(jì);通過從技術(shù)系統(tǒng),組織及文化、人員選拔這幾個(gè)方面入手,加強(qiáng)線上線下營銷的耦合;通過加強(qiáng)任務(wù)性互動(dòng)與鼓勵(lì)情感性互動(dòng),提高線上線下營銷主體的互動(dòng)水平;在耦合、互動(dòng)的基礎(chǔ)上從市場(chǎng)內(nèi)部與市場(chǎng)外部兩個(gè)方面尋求營銷創(chuàng)新。
[Abstract]:This paper defines the concepts of coupling, interaction, innovation and marketing performance between online and offline marketing agents, and puts forward a relationship model between the four parties. Based on the investigation of 205 enterprises, the results show that the coupling between online and offline subjects has a significant direct positive impact on marketing performance, and marketing innovation has a significant positive impact on marketing performance through intermediate variable marketing innovation. The interaction between online and offline subjects has a significant positive impact on marketing performance through intermediate variable marketing innovation; the coupling between online and offline subjects is positively related to the interaction between online and offline subjects. Finally, the following suggestions are put forward: according to the relationship between online and offline marketing subject coupling, marketing innovation, marketing performance, the overall design of enterprise management and marketing process; from the technical system, organization and culture, Starting with these aspects of personnel selection, we should strengthen the coupling between online and offline marketing; enhance the interaction level between online and offline marketing agents by strengthening task interaction and encouraging emotional interaction; On the basis of interaction, we seek marketing innovation from two aspects: inside and outside the market.
【作者單位】： 梧州學(xué)院經(jīng)濟(jì)與工商管理學(xué)院;湖南農(nóng)業(yè)大學(xué)經(jīng)濟(jì)學(xué)院;
【基金】：廣西高校人文科研項(xiàng)目“網(wǎng)上泰國顧客忠誠模型研究”(批準(zhǔn)號(hào):LX2014366)
【分類號(hào)】：F274

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