基于网络营销视角下企业经营业绩分析——以苏宁电器为例  

作　　者：修增伟 马占新[1] 

机构地区：[1]内蒙古大学经济管理学院

出　　处：《企业经济》2014年第6期33-36,共4页Enterprise Economy

基　　金：国家自然科学基金"广义数据包洛分析方法与内蒙古经济有效性谱系分析"(批准号:70961005);国家自然科学基金"广义参考集DEA方法及中国西部地区经济有效性图谱分析"(批准号:71261017);内蒙古自治区自然科学基金重点项目"内蒙古自治区自然科学整体资助情况的分析报告"(批准号:2010Zd34)

摘　　要：由于网络技术的发展与创新,网络营销给企业带来了巨大的发展商机和活力。本文以家电零售业中具有代表性的企业——苏宁电器为例,运用广义DEA方法,对该企业推出"苏宁易购"前后的经营业绩进行了比较研究。研究结果表明:短期网络销售与公司实体店能形成有效互补,在提升企业形象的同时,能更好地提升了公司整体经营业绩。但由于外部竞争的日益激烈,企业为保持这种竞争优势,还需不断地调整策略以适应环境的变化,以实现企业基业常青。Due to the development and innovationof network technology, the network marketing has brought huge business opportunities and vitality to enterprises. Based on typical retail enterprisesof household appliance, such as SUNING, by using generalized DEA method, this paper has carried on the comparative study on the business performances before and after it launched the suning, com. The research results show that the network marketing and corporate entities shopsare effectively complemented in the short run, which can promote the enterprise image and better improve the overall performance. However, in order to maintain this competitive advantage when the external competition is increasingly fierce, enterprises also need to adapt to changes in the environment as to maintain the growth of enterprises.

关 键 词：企业发展 网络营销 多目标决策 广义数据包络分析 

分 类 号：F272[经济管理—企业管理]