电子商务运用提升企业综合绩效的作用机理研究

The Study of E-commerce Application on Business Performance

以电子商务运用为自变量,企业绩效为因变量,营销能力为中介变量,探究电子商务运用促进企业绩效的机理,构建电子商务运用对企业绩效影响的中介作用模型,并做出营销能力在电子商务运用和企业绩效影响过程中起中介作用的假设,通过实证研究得出以下结论:电子商务运用正向影响营销能力,能有效提高销售活动效率、新产品开发、品牌维护和客户关系管理能力;营销能力在电子商务运用对企业绩效影响中起部分中介作用,企业可以通过实施电子商务提升营销能力以达到提高绩效的目的;运用电子商务能给企业带来潜在间接效益,不仅能有效提高财务绩效,而且能提高客户服务、内部流程等非财务绩效。

In this study, e-commerce is applied as independent variable, business performance as dependent variable,marketing capability as intermediary variables,aimed to explore the action mechanism by which ecommerce can improve enterprise performance. A theoretical model is constructed to illustrate the way ecommerce to improve enterprise performance and the hypothesis about the mediation effect of the marketing capability is put forward. Through the empirical study, these conclusions are drawn: e-commerce positively affects marketing capability, and effectively improve sales activities efficiency, new product development,brand maintenance and customer relationship management; and marketing capability in the e-commerce impacting on business performance plays an partial intermediary role, so enterprises can enhance marketing capabilities in order to achieve the purpose of improving performance through the e-commerce;contrarily,enterprises can use e-commerce provide a potential indirect benefit,not only can effectively improve financial performance,but also improve the non-financial performance, such as customer service,internal processes.