线上线下营销主体耦合、互动、营销创新与营销绩效的关系实证研究  

作　　者：卿硕[1,2] 乌东峰[2] 

机构地区：[1]梧州学院经济与工商管理学院 [2]湖南农业大学经济学院

出　　处：《企业经济》2015年第8期95-100,共6页Enterprise Economy

基　　金：广西高校人文科研项目"网上泰国顾客忠诚模型研究"(批准号:LX2014366)

摘　　要：本文界定了线上线下营销主体耦合、互动、创新与营销绩效的概念,提出了四者之间的关系模型。通过调研205家企业,采用结构方程模型分析,结果表明:线上线下主体耦合不仅对营销绩效有显著的直接正向影响,而且通过中间变量营销创新对营销绩效有显著的正向影响;线上线下主体互动通过中间变量营销创新对营销绩效有显著的正向影响;线上线下主体耦合与线上线下主体互动正相关。最后提出如下建议:依据线上线下营销主体耦合互动、营销创新、营销绩效之间的关系,进行企业管理、营销流程的总体设计;通过从技术系统,组织及文化、人员选拔这几个方面入手,加强线上线下营销的耦合;通过加强任务性互动与鼓励情感性互动,提高线上线下营销主体的互动水平;在耦合、互动的基础上从市场内部与市场外部两个方面寻求营销创新。This article defines the notions of the coupling, interaction, marketing innovation and marketing performance of the online-off line marketing department and proposes a model of the relationship among them. After investigating 205 companies with questionnaire, the author proves it with the analysis of structural function model. The conclusions are as follows： firstly, the coupling of the online-offline marketing department not only has the significantly positive influence on the marketing per- formance, but also has the indirect influence on marketing performance with marketing innovation as mediator; secondly, the interaction of online-offline marketing department has the significantly positive influence on marketing performance with marketing innovation as mediator; thirdly, the coupling of the online-offline marketing department is positively related to the interaction of online-offline marketing department. At last, the following strategies are proposed： redesigning the whole progress flow about the management and the marketing according to the relationship of the elements; promoting the coupling of the offline marketing department to the online one from the aspects of the technical system, organization, cul- ture and personnel selection; improving the interaction of the two by intensifying the missionary interaction and inspiring the privacy interaction; and seeking for the marketing innovation from the marketing and other area on the basis of the coupling and the interaction of the two.

关 键 词：线上线下主体 耦合 互动 营销创新 营销绩效 

分 类 号：F274[经济管理—企业管理]