A公司B2B2C网络营销绩效研究毕业论文.doc

毕业论文 （2011届） A公司B2B2C网络营销绩效研究摘 要 21世纪是信息网络时代，企业如何在如此潜力巨大的市场上开展网络营销、占领新兴市场，为其它企业和消费者提供各种类型的服务，是取得未来竞争优势的重要途径。宁波阿华洛网络科技有限公司通过运作中国羊绒衫网，创立了B2B2C网络运营模式，实现线上线下互动发展，成功实现网络营销转型发展。本文以中国羊绒衫网为研究对象，考察其B2B2C网络营销的绩效水平，以便为宁波乃至更多中国传统企业及区域产业的转型升级提供商业模式借鉴。 本文在文献研究基础上建立B2B2C网络营销绩效指标体系，认为B2B2C网络营销绩效由B2B网络营销绩效和B2C网络营销绩效构成，并据此设计问卷、进行调查，运用SPSS软件进行实证分析，因子分析显示B2B网络营销绩效由市场竞争类绩效指标、企业客户关系绩效、企业财务绩效三个因素构成，B2C网络营销绩效由消费者体验绩效、消费者满意绩效、消费者购物意向绩效三个因素构成。采用专家评分来确定指标体系中二级指标权重中国羊绒衫网B2B2C网络营销绩效评价为5.46处于中等偏上水平。 关键词：网络营销；网络营销绩效；B2B2C；中国羊绒衫网 Abstract The 21st century is the Information Age, how companies in such a huge market potential of online marketing, occupation emerging markets, businesses and consumers for other types of services, is to obtain a competitive advantage in an important way to the future. Ningbo E Network Technology Co., Ltd. AHuaLuo operation of China's cashmere sweaters through the network, the creation of B2B2C network operations model to achieve the development of online and offline interaction, successful restructuring and development of network marketing. In this paper, for the study of Chinese cashmere sweater network to study its performance level B2B2C network marketing in order to Ningbo, and even more traditional enterprises and industrial restructuring and upgrading the regional business model to provide reference. In this paper, based on literature research B2B2C network marketing system of performance indicators that B2B2C Network Marketing Performance by the B2B and B2C Internet Marketing Performance Internet Marketing performance composition, and designs questionnaires, surveys, empirical analysis using SPSS software, factor analysis B2B Internet Marketing and Competitive Performance by market performance indicators, enterprise customer relationship performance, three factors constitute financial performance, B2C marketing performance from the consumer experience network performance, customer satisfaction performance, performance of the three factors of consumer buying