【摘要】：隨著互聯(lián)網(wǎng)技術的發(fā)展,新媒體快速興起,各種信息的生產與傳播更加的方便、快捷,人們獲取各種信息的渠道大為豐富,獲取的信息量也呈爆發(fā)式增長。新媒體營銷也開始在企業(yè)營銷中嶄露頭角,尤其是隨著電子商務的發(fā)展,在某些領域逐漸取代原有的營銷方式。在這種信息大爆炸的背景下,如何通過提升渠道之間的信息溝通效率,打造信息共享機制,使得同級別渠道之間、渠道上下游之間掌握相應的有效信息,改善渠道關系,提升渠道成員只見到的信任與認同,提升渠道能力,成為渠道之間溝通的目標和重點。同時,隨著渠道關系的轉變,信息溝通在渠道交流中的作用越來越明顯,信息共享與渠道績效之間的作用與聯(lián)系愈發(fā)緊密。在信息無法有效控制的情況下,如何通過信息共享來逐步改善渠道成員之間的關系并最終提高企業(yè)市場營銷的渠道績效,就成為非常重要的理論和現(xiàn)實問題。鑒于當前的學者們的研究中,對渠道關系中信任維度對營銷渠道績效影響的研究很多,在此基礎之上,本文通過分析信息共享對于渠道關系中信任、認同兩大要素的影響以及信息共享對渠道能力影響能力,建立關系模型。通過調查問卷法,搜集相關企業(yè)實際營銷實際數(shù)據(jù),通過spss19.0對采集到的數(shù)據(jù)進行分析,構建以信息共享為自變量,渠道關系以及渠道能力為中介變量,渠道績效為因變量的理論模型,探討渠道成員間信息共享對渠道績效的影響。
[Abstract]:With the development of Internet technology and the rapid rise of new media, the production and dissemination of all kinds of information is more convenient and fast. The channels for people to obtain all kinds of information are very abundant, and the amount of information obtained is also increasing explosively. New media marketing also began to emerge in enterprise marketing, especially with the development of e-commerce, in some areas gradually replaced the original marketing mode. In the context of this information explosion, how to improve the efficiency of information communication between channels, create information sharing mechanism, so that the same level of channels, between the upstream and downstream channels to grasp the corresponding effective information, improve the channel relationship, Enhance channel members only see trust and identity, enhance channel capacity, become the target and focus of communication between channels. At the same time, with the change of channel relationship, the role of information communication in channel communication becomes more and more obvious, and the role and relationship between information sharing and channel performance is becoming more and more close. Under the condition that information can not be controlled effectively, how to gradually improve the relationship between channel members through information sharing and ultimately improve the channel performance of enterprise marketing becomes a very important theoretical and practical issue. In view of the current scholars' research, there are many researches on the influence of trust dimension on marketing channel performance in channel relationship. On this basis, this paper analyzes the trust of information sharing in channel relationship. Identify the influence of the two factors and the ability of information sharing to influence the channel capability, and establish the relationship model. Through questionnaire method, collect the actual marketing data of relevant enterprises, analyze the collected data through spss19.0, construct information sharing as independent variable, channel relationship and channel ability as intermediary variable. The theoretical model of channel performance as dependent variable discusses the influence of information sharing among channel members on channel performance.
【學位授予單位】：首都經(jīng)濟貿易大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274

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本文編號：2452008