企业电子商务集群模式与销售绩效的促进关系——以台州企业为例

Relationship between E-business cluster model and sales promotion in enterprises:Taking enterprises of Taizhou as samples

为了研究电子商务集群模式与销售绩效间的关系,通过调查分析企业进行电子商务集聚的方式对其进行模式划分,主要为第三方电子商务平台、电子商务行业协会、电子商务产业园区、区域电子商务品牌、自建网站等模式;以集聚模式为因子,以销售量为绩效目标,建立绩效分析的指标结构模型,以台州地区110家企业的调研数据为样本,借助AMOS结构模型分析软件对样本数据进行回归分析。结果表明:第三方电子商务平台、区域品牌、行业协会、产业园区对销售量呈正向影响,影响程度依次减弱,而自建网站对销售量的影响不大。研究结果可为优化企业电子商务集群模式,促进销售绩效的提高提供参考,有助于企业采取相应策略以提高经济效益。

In order to find out the relationship between the agglomeration models and sales performance.Through investigation and analysis,the current e-commerce enterprise cluster development agglomeration pattern,is divided into different modes,including the third party e-commerce platform,e-commerce industry association,e-commerce industrial park,regional e-commerce website brand,and self-built web-site,etc..Taking agglomeration mode as factor,sales as performance objectives,index structural model of performance analysis is built.Taking the survey data from 110 enterprises of Taizhou as samples,using AMOS structure model analysis software,the sample data are processed in regression analysis.The results show that third party e-commerce platform,regional brands,industry associations,and industrial park promote sales positively,with successive weak influence degree.The impact of self built website on sales has little effect.The result providesareference for the optionization of enterprise e-commerce cluster model and for proanoting sales preformance.