發(fā)布時間：2018-06-27 01:46

  本文選題：網(wǎng)絡(luò)零售商 + 定價能力　； 參考：《浙江大學(xué)》2006年博士論文

【摘要】： 網(wǎng)絡(luò)營銷的發(fā)展對傳統(tǒng)的商業(yè)形態(tài)帶來了巨大的沖擊,在日益改變?nèi)祟惿盍?xí)慣的同時也開啟了無限商機。一個成功的市場營銷策略必須包含產(chǎn)品、促銷、渠道和定價四個營銷的重要元素。價格除了是市場競爭主要的工具之一,也是企業(yè)收入和利潤的重要來源。當(dāng)前,對于大多數(shù)在互聯(lián)網(wǎng)從事網(wǎng)絡(luò)零售的企業(yè)而言,如何提高自身的定價能力創(chuàng)造公司最大績效應(yīng)該是眾所一致努力的目標(biāo)。在營銷學(xué)上,營銷渠道也是成功執(zhí)行營銷組合策略的要件�；ヂ�(lián)網(wǎng)的興起使得電子商店成為企業(yè)新興的營銷渠道,網(wǎng)絡(luò)零售市場開放的成敗,往往取決于渠道能否有效的使用而定。網(wǎng)絡(luò)零售商想在渠道占有一席之地,則必須考慮網(wǎng)絡(luò)消費者的渠道使用特征,才能夠保證營銷渠道適時地發(fā)揮作用,從而建立友善的網(wǎng)絡(luò)購物環(huán)境。因此,對于網(wǎng)絡(luò)零售商來說,如何有效地提升自身的定價能力,更好地進(jìn)行在線、離線渠道的使用,對大量涌現(xiàn)的網(wǎng)絡(luò)零售商來說具有重要的理論意義和現(xiàn)實意義,本研究正是圍繞網(wǎng)絡(luò)營銷當(dāng)中定價和渠道這兩個極其重要而有密切聯(lián)系的核心問題展開的。 有關(guān)網(wǎng)絡(luò)零售商定價和渠道方面的管理研究仍以美國等電子商務(wù)發(fā)達(dá)的國家為主,其概念和理論是否適應(yīng)我國的國情還待驗證。國內(nèi)關(guān)于定價能力方面的研究多局限于傳統(tǒng)的經(jīng)濟領(lǐng)域,對網(wǎng)絡(luò)環(huán)境下的定價能力的科學(xué)實證研究還不多見。因此,借鑒國外已有的研究成果,在中國背景下進(jìn)行網(wǎng)絡(luò)零售企業(yè)的定價能力和渠道使用影響因素的實證研究,對網(wǎng)絡(luò)零售商制定正確的營銷策略并保持競爭優(yōu)勢有重要意義。 本研究在借鑒國內(nèi)外網(wǎng)絡(luò)零售商定價能力和渠道使用研究已有成果的基礎(chǔ)上,對網(wǎng)絡(luò)零售商定價能力和渠道使用的潛在影響因素做了全面的理論假設(shè),分別提出了網(wǎng)絡(luò)零售商定價能力影響因素的模型及網(wǎng)絡(luò)消費者渠道屬性與使用模型。通過隨機抽樣與選擇抽樣方法對網(wǎng)絡(luò)零售企業(yè)和消費者分別進(jìn)行問卷調(diào)查,利用SPSS統(tǒng)計軟件和結(jié)構(gòu)方程模型對調(diào)查取得的樣本特征進(jìn)行分析,檢驗了度量模型的信度和效度;并通過相關(guān)分析、方差分析、回歸分析方法對研究模型的假設(shè)進(jìn)行檢驗。通過實證分析,本研究的主要貢獻(xiàn)或創(chuàng)新在于: 1.對于網(wǎng)絡(luò)零售商定價能力的影響因素,本研究分成四個大類,分別是“網(wǎng)絡(luò)零售商特性(E-tailers' Characteristics)”因素、“市場特性(MarketCharacteristics)”因素、“網(wǎng)絡(luò)消費者特性(E-Consumers' Characteristics)”因素和“環(huán)境特性(EnvironmentCharacteristics)”因素。 在“網(wǎng)絡(luò)零售商特性(E-tailers' Characteristics)”因素中,本研究結(jié)果表明,參考團體、信譽與履約的可靠性、物流服務(wù)、交易成本對網(wǎng)絡(luò)零售商的定價能力有著顯著的正向影響。但與多數(shù)前人研究和直觀判斷不一致的是,購物的便利性、網(wǎng)絡(luò)零售商的定價策略對網(wǎng)絡(luò)零售商的定價能力的影響并不顯著,這表明單純地強調(diào)購物的方便和速度并不能增強網(wǎng)絡(luò)零售商的定價能力,同時,網(wǎng)絡(luò)零售企業(yè)的定價策略對網(wǎng)絡(luò)零售商定價能力的作用也不明顯。因此,對于網(wǎng)絡(luò)零售商來講,必須注重參考團體(比如建立網(wǎng)上虛擬社區(qū),網(wǎng)上消費者俱樂部等)的影響,通過增強信譽和履約的可靠性,加大物流交付能力并不斷降低交易成本提高自身的定價能力。 “市場特性(Market Characteristics)”因素中,消費者參與對網(wǎng)絡(luò)零售商的定價能力有著顯著的正向影響,而市場的競爭性對網(wǎng)絡(luò)零售商的定價能力的影響不顯著。這說明,在網(wǎng)絡(luò)零售商定價能力影響因素中,市場競爭程度并不是充分條件,更重要的是吸引更多的消費者參與并不斷提高零售網(wǎng)站的瀏覽頻率和產(chǎn)品的普及率。 “網(wǎng)絡(luò)消費者特性(E-Consumers' Characteristics)”因素中,隱私、安全和時尚對網(wǎng)絡(luò)零售商的定價能力有較強的解釋能力,并有著顯著的正向影響。此結(jié)果表明,中國的網(wǎng)絡(luò)消費者非常重視數(shù)字環(huán)境中的隱私和支付的安全性,網(wǎng)絡(luò)零售商們可以通過增強在線的隱私和安全保護(hù)等方式來吸引網(wǎng)絡(luò)消費者。在設(shè)計在線購物環(huán)境時,隱私與安全應(yīng)當(dāng)成為網(wǎng)絡(luò)零售商的首要考慮的問題之一,必須讓用戶感受到他們的隱私是被保護(hù)的,在該網(wǎng)站交易是安全的。另外,由于網(wǎng)絡(luò)消費者普遍具有年輕、追求時尚等特點,因此,對于這些時尚的在線消費者來說更容易形成較高的品牌忠誠度。在提高自身定價能力的過程中,網(wǎng)絡(luò)零售商們應(yīng)該致力于目錄、雜志以及互聯(lián)網(wǎng)廣告來吸引這一部分群體。一旦他們承認(rèn)并且接受了某一網(wǎng)絡(luò)零售商,就會比其他的消費者有更高的價格容忍能力,而對于網(wǎng)絡(luò)零售商家而言,則可以針對這些時尚的在線消費者制定出相應(yīng)的高品質(zhì)、高價格策略。 “環(huán)境特征(Environment Characteristics)”因素中,包括外部環(huán)境影響因素和內(nèi)部環(huán)境影響因素。本研究分析結(jié)果顯示,外部環(huán)境影響因素對網(wǎng)絡(luò)零售商的定價能力沒有解釋能力,而內(nèi)部環(huán)境因素對網(wǎng)絡(luò)零售商的定價能力有著顯著的正向影響。這一結(jié)果說明,網(wǎng)絡(luò)零售商對企業(yè)內(nèi)部建立有利于開展網(wǎng)絡(luò)營銷的企業(yè)文化重視程度越高,企業(yè)員工的信息技術(shù)能力提高的越快,內(nèi)部資金狀況及網(wǎng)絡(luò)營銷基礎(chǔ)設(shè)施建設(shè)的越好,則網(wǎng)絡(luò)零售商的定價能力就會越強。 2.構(gòu)建了消費者在線/離線渠道屬性感知的模型。本研究將消費者購買決策行為理論應(yīng)用到研究消費者在線/離線渠道使用當(dāng)中,調(diào)查了消費者對在線/離線渠道屬性的感知是如何影響渠道使用的。在線/離線屬性包括了購物的便利性、信息、服務(wù)、交付、價格感知、安全和支付七個因素。與過去的研究相比,對于服務(wù)、安全和支付,本研究增加了幾個緯度來進(jìn)行測量。實證結(jié)果顯示,信息、服務(wù)、價格感知和支付靈活性對消費者從離線購買轉(zhuǎn)移到在線購買具有顯著的正向影響。這四個因子中,包含了網(wǎng)站產(chǎn)品信息的豐富程度、產(chǎn)品及相關(guān)信息的搜尋難易、產(chǎn)品推薦、產(chǎn)品出現(xiàn)問題后的善后服務(wù)、溝通難易、投訴處理、價格高低與合理性、價格促銷、網(wǎng)上價格折扣和積分獎勵、支付的安全性、靈活性和手續(xù)的方便性等能夠吸引并且促使消費者從離線購買轉(zhuǎn)移到在線購買的變量。進(jìn)一步分析發(fā)現(xiàn),消費者普遍認(rèn)為在線渠道在便利性、貨物交付、網(wǎng)絡(luò)購物安全方面沒有優(yōu)勢,并對這三個因子所包含的變量,即簽訂訂單的便利性、定購方便性、交易速度、獲取和執(zhí)行訂單的信心、產(chǎn)品誤送的頻率、收貨時間的長短、交易過程的安全、個人資料的保護(hù)、產(chǎn)品及相關(guān)信息的出錯率等信心不足,說明這些因素不足以吸引消費者從離線購買轉(zhuǎn)移到在線購買。 3.對消費者在線消費狀況進(jìn)行了分群研究,本研究把調(diào)查對象按照對在線/離線購買渠道使用比例的不同,分成了四個分割,分別是:(1)購物時主要使用離線渠道,而在線渠道使用很少的消費者;(2)購物時使用離線渠道較多,而在線渠道使用占較少比例的消費者;(3)購物時主要使用在線渠道多,而離線渠道較少的消費者;(4)主要使用在線渠道購物,離線渠道使用很少的消費者。本研究對處于這四個分割的消費者對渠道屬性的便利性、信息、服務(wù)、交付、價格感知、安全和支付的感知進(jìn)行了比較,發(fā)現(xiàn)在分割4中,信息、服務(wù)、價格感知、安全和支付靈活性比割2、分割3和分割1中的都要高。分割4中的信息、服務(wù)、價格感知的均值比分割1中的更高,其顯著性為0.05。另外,分割4中價格感知的均值比分割3中更高,其顯著性為0.05。而且分割4中安全性的均值比分割3中的更高,其顯著性為0.05。因此得出以下結(jié)論:(1)對于把使用在線渠道作為主要購買媒介的消費者而言,其主要動因之一就是在線價格感知。(2)此外,把在線作為主要購買媒介的消費者在信息、服務(wù)、安全性和支付靈活性方面比主要采用離線購買的消費者有更正面的感知。與其它六個屬性相比,分割4中的交付的均值比分割2和分割1中的低。分割3中的運送均值比分割2和分割1中的低。說明交付和貨物運送是在線渠道的弱項,為了使更多的消費者使用在線渠道,經(jīng)理人們必須幫助他們克服運送方面的負(fù)面感知。(3)最有趣的現(xiàn)象是價格感知,在分割1中均值較低,而在其它3個分割中都較高。也就是說,偏好于離線渠道的消費者無法感知網(wǎng)絡(luò)購物促銷和價格折扣為其帶來的在線利益。 這對于網(wǎng)絡(luò)零售商來說有著非常重要的意義,為了吸引更多的消費者進(jìn)行網(wǎng)絡(luò)購物,網(wǎng)絡(luò)零售商應(yīng)該加大自己在信息、服務(wù)、支付方面的優(yōu)勢,不斷增強消費者的價格感知,同時要克服在交付、安全方面的劣勢。 4.本研究測量了每個分割內(nèi)消費者目前的實際網(wǎng)絡(luò)消費在總消費中所占的比例,按照這個比例把消費者的網(wǎng)絡(luò)購物分成了四個時期,分別是網(wǎng)絡(luò)消費初始期、網(wǎng)絡(luò)消費的成長期、網(wǎng)絡(luò)購物擴張期和網(wǎng)絡(luò)購物成熟期。同時對處于四個不同時期的消費者的未來的網(wǎng)絡(luò)消費趨勢進(jìn)行了測量,本研究發(fā)現(xiàn),處于網(wǎng)絡(luò)消費初始期的消費者在最近的將來提高他們網(wǎng)絡(luò)渠道購物使用的比例的程度很小;而處在網(wǎng)絡(luò)消費成長期的消費者在最近的將來會大大提高他們的在線使用的份額;處在網(wǎng)絡(luò)消費擴張期的消費者網(wǎng)絡(luò)購物的比例在總的消費支出中所占的比率很大;當(dāng)消費者發(fā)展到網(wǎng)絡(luò)消費的成熟期,消費者將主要通過網(wǎng)絡(luò)零售渠道購物。因此,網(wǎng)絡(luò)零售商的策略應(yīng)該是通過信息和交互盡量吸引處于網(wǎng)絡(luò)消費初始期的消費者,對處于網(wǎng)絡(luò)消費成長期的消費者加大投資,提高服務(wù)的質(zhì)量,加快交付并加強交易安全,對處于網(wǎng)絡(luò)消費擴張期的消費者提高他們的安全和價格方面的感知,同時提高處于網(wǎng)絡(luò)擴張期和成熟期的顧客的忠誠度,不斷提高網(wǎng)絡(luò)零售市場份額的質(zhì)量和數(shù)量。
[Abstract]:The development of network marketing has brought great impact on the traditional business form. It also opens unlimited business opportunities while changing human living habits. A successful marketing strategy must include four important elements of marketing, product, promotion, channel and pricing. Price is one of the main tools of market competition, and also an enterprise. An important source of income and profit. At present, for most enterprises engaged in Internet retailing, how to improve their own pricing ability and create the maximum performance of the company should be the goal of unanimous efforts. In marketing, marketing channels are the important elements of successful marketing combination strategy. The rise of the Internet makes electricity. The sub store has become a new marketing channel for enterprises. The success or failure of the open network retail market depends on the effective use of the channel. The network retailer wants to occupy a place in the channel and must consider the characteristics of the channel use of the network consumers so that the marketing channel can play its role in a timely manner and establish a friendly network. Therefore, for network retailers, how to effectively improve their pricing ability, better online and offline channels, is of great theoretical and practical significance for a large number of emerging network retailers. This study is the two most important issue around the pricing and channel of network marketing. A core issue with close ties.
The research on the pricing and channel management of network retailers is still dominated by the developed countries such as the United States and other countries. Whether the concept and theory is adapted to the national conditions of our country remains to be verified. The domestic research on pricing ability is limited to the traditional economic field, and the scientific empirical Study on the pricing ability under the network environment is not yet yet studied. Therefore, it is of great significance for network retailers to formulate correct marketing strategies and maintain competitive advantages by using the research results of foreign countries for reference.
On the basis of the existing research results of pricing ability and channel use of network retailers both at home and abroad, this paper makes a comprehensive theoretical hypothesis on the pricing ability of network retailers and the potential influencing factors of channel use, and puts forward the model of the influencing factors of the pricing ability of the network retailers and the attributes and use models of the network consumers. Based on the random sampling and selection sampling method, the network retail enterprises and consumers were investigated by questionnaire, and the sample characteristics were analyzed by SPSS statistical software and structural equation model. The reliability and validity of the measurement model were tested, and the research model was analyzed by correlation analysis, variance analysis and regression analysis method. Based on the empirical analysis, the main contributions or innovations of this study lie in:
1. the factors affecting the pricing ability of network retailers are divided into four major categories: "E-tailers'Characteristics" factor, "MarketCharacteristics" factor, "E-Consumers' Characteristics" factor and "EnvironmentCharacte". Ristics "" "factor.
In the "E-tailers'Characteristics" factor, the results of this study show that the reliability of the reference group, the reliability of reputation and performance, the logistics service and the transaction cost have a significant positive effect on the pricing ability of the network retailer. But the convenience of the shopping, the network is not consistent with the most previous research and the visual judgment. The retailer's pricing strategy has no significant influence on the pricing ability of the network retailer, which indicates that the simple emphasis on the convenience and speed of shopping does not enhance the pricing ability of the network retailer. At the same time, the pricing strategy of the network retailer is not obvious to the pricing ability of the network retailer. We must pay more attention to the impact of reference groups (such as establishing online virtual communities, online consumer clubs, etc.), by increasing the reliability of credibility and performance, increasing logistics delivery capacity and reducing transaction costs to improve their own pricing capabilities.
In the "Market Characteristics" factor, consumer participation has a significant positive impact on the pricing ability of the network retailer, while the market competitiveness has no significant influence on the pricing ability of the network retailer. More important is to attract more consumers to participate and continuously improve the browsing frequency of retail websites and the popularity of products.
In the "E-Consumers'Characteristics" factor, privacy, security and fashion have a strong explanatory power to the pricing ability of the network retailer and have a significant positive impact. The results show that Chinese Internet consumers pay much attention to privacy and security in the digital environment, and online retailers can In order to attract Internet consumers by enhancing online privacy and security protection, privacy and security should be one of the most important considerations for online retailers in designing online shopping environments. It is necessary to make users feel that their privacy is protected and that it is safe to deal with the network. As a result of the characteristics of young, fashionable, and so on, it is easier for these fashionable online consumers to form a higher brand loyalty. In the process of improving their own pricing ability, online retailers should devote themselves to directories, magazines and Internet ads to attract this group. Once they admit and accept it A network retailer will have a higher price tolerance than other consumers, and for online retailers, they can formulate corresponding high quality, high price strategies for these fashionable online consumers.
"Environmental characteristics (Environment Characteristics)" factors include external environmental impact factors and internal environmental impact factors. The results of this study show that the external environmental impact factors have no explanatory power on the pricing ability of network retailers, and the internal environmental factors have a significant positive effect on the pricing ability of network retailers. The results show that the higher the value of the network retailer has on the enterprise culture in the enterprise, the faster the information technology ability of the employees, the better the internal capital and the construction of the network marketing infrastructure, the stronger the pricing ability of the network retailer.
2. the model of consumer online / offline channel attributes perception is constructed. This study applies the theory of consumer purchase decision behavior to the study of consumer online / offline channels, and investigates how consumers' perception of online / offline channel attributes affect the use of channels. The line / offline attributes include the convenience of shopping, Interest, service, delivery, price perception, security and payment are seven factors. Compared with previous studies, this study increases several latitudes for service, safety and payment. The empirical results show that information, service, price perception and payment flexibility have significant positive effects on consumers' transfer from off-line purchase to online purchase. Among the four factors, it includes the richness of the website product information, the search for products and related information, product recommendation, post service, communication difficulty, complaint handling, price and rationality, price promotion, price discount and bonus, security of payment, flexibility and convenience of formalities. Further analysis finds that online channels have no advantages in convenience, delivery of goods, and online shopping safety, and that the variables included in the three factors, namely, the convenience of ordering orders, the convenience of order, the speed of trading, and the speed of transaction. Confidence in taking and executing the order, the frequency of the delivery of the product, the length of the delivery time, the safety of the transaction process, the protection of personal data, the error rate of the product and related information, etc., indicate that these factors are not enough to attract consumers to transfer from off-line purchase to online purchase.
3. research on consumer online consumption is divided into four segments according to the proportion of online / offline purchase channels, which are: (1) offline channels are mainly used when shopping, while online channels use few consumers; (2) there are more offline channels in shopping and online channels. Use less proportion of consumers; (3) the main use of online channels in shopping, and less offline consumers; (4) the main use of online channels shopping, offline channels for the use of very few consumers. This study of the four divided consumers on the convenience of channel attributes, information, service, delivery, price perception, security and payment In the comparison, it is found that in the segmentation 4, information, service, price perception, security and payment flexibility are higher than that in Cut 2, segmentation 3 and division 1. The mean value of information, service, price perception in split 4 is higher than that in Division 1, and its significance is 0.05., and the value of price perception is higher than that in split 3, and its significance is more significant. For 0.05. and the value of security in the division 4 is higher than that in the segmentation 3, its significance is 0.05. so the following conclusions are drawn: (1) one of the main drivers for using online channels as the main purchasing medium is the online price perception. (2) in addition, the online consumers as the main purchasing medium are in the information, Service, security and payment flexibility have more positive perception than those who mainly use off-line purchase. Compared with the other six attributes, the mean of delivery in the split 4 is lower than that in the Division 2 and the segmentation 1. The mean of delivery in the split 3 is lower than that in the segmentation 2 and the partition 1. For more consumers to use online channels, managers must help them overcome the negative perception of transport. (3) the most interesting phenomenon is the price perception, the lower average in the Division 1 and the higher in the other 3 segments. That is to say, the consumers who prefer the off-line channels can not perceive online shopping promotion and price discounts. The online benefits.
This has a very important significance for Internet retailers. In order to attract more consumers to do online shopping, the Internet retailers should increase their advantages in information, service and payment, constantly enhance the consumer price perception, and at the same time overcome the disadvantages of delivery and security.
4. this study measured the proportion of consumers' actual network consumption in the total consumption in each division. According to this proportion, the consumer online shopping was divided into four periods, namely, the initial period of network consumption, the growth period of network consumption, the expansion period of the network shopping and the maturity of the network shopping. At the same time, it was in four different types. This study shows that consumers in the initial period of network consumption increase the proportion of their online shopping use in the recent future, while consumers in the growth period of Internet consumption will greatly improve their online use in the near future. Share; the proportion of consumer online shopping in the network consumption expansion period is very large in the total consumption expenditure; when consumers develop to the mature period of network consumption, consumers will purchase mainly through the network retail channels. Therefore, the strategy of the network retailer should be to attract the Internet consumption through information and interaction as far as possible. In the initial period, consumers will invest more in the growth period of Internet consumption, improve the quality of service, speed up delivery and strengthen the safety of the transaction.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2006
【分類號】：F717

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