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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2019.8
- 수록면
- 159 - 166 (8page)
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In this paper, we propose takes network marketing as a starting point for analysis, uses the theory of purchasing behavior and enterprise performance to analyze the network marketing strategy of artistic products, incorporates the practical problems encountered by some artistic products enterprises in Zhejiang Province in network marketing into theoretical research. The theoretical model of network marketing strategy acting on enterprise performance through the intermediary effect of purchasing behavior is constructed.
This paper conducted an in-depth survey of three representative core domestic companies engaged in Internet marketing of artistic products, and analyzed the questionnaires of 357 respondents. The initial model was verified by statistical tools such as SPSS and AMOS, and three conclusions were drawn: Firstly, network marketing strategies of different dimensions have different effects on purchasing behavior: pricing strategy and product strategy have significant positive effects on impulse purchasing behavior, but channel strategy has no significant impact on impulse purchasing behavior; Channel strategy and product strategy have a significant positive impact on repeated purchasing behavior, but pricing strategy has no significant impact on repeated purchasing behavior. Second, user purchasing behavior has a significant positive impact on enterprise performance. Third, network marketing strategies of different dimensions have significant direct and positive impact on enterprise performance.
This paper conducted an in-depth survey of three representative core domestic companies engaged in Internet marketing of artistic products, and analyzed the questionnaires of 357 respondents. The initial model was verified by statistical tools such as SPSS and AMOS, and three conclusions were drawn: Firstly, network marketing strategies of different dimensions have different effects on purchasing behavior: pricing strategy and product strategy have significant positive effects on impulse purchasing behavior, but channel strategy has no significant impact on impulse purchasing behavior; Channel strategy and product strategy have a significant positive impact on repeated purchasing behavior, but pricing strategy has no significant impact on repeated purchasing behavior. Second, user purchasing behavior has a significant positive impact on enterprise performance. Third, network marketing strategies of different dimensions have significant direct and positive impact on enterprise performance.
목차
Abstract
I. Introduction
II. Theoretical literature
III. research method
Ⅳ. Analysis Result
V. Conclusions
REFERENCES
참고문헌 (15)
참고문헌 신청
Y. Xiang / 2018 / Set self-service sales and online customization in one of the product network marketing system construction and management research / Cluster Computing 17:1~7
C. H. Ho / 2015 / The trend of the arts market / Shanghai Academy of Social Sciences Press 37(2):145~153
H. Huang / 2015 / When the Internet meets art and finance / the Shanghai Academy of Social Sciences Press 42(1):172~175
C. C. Wang / 2018 / The shift direction of marketing strategies under the internet economy / Circular of the Bohai Sea 36(4):19~20
S. K. Zhu / 2016 / The transition to market economy strategies / Chinese business theory 32(12):21~22
C. H. Ho / 2015 / The trend of the arts market / Shanghai Academy of Social Sciences Press 37(2):145~153
H. Huang / 2015 / When the Internet meets art and finance / the Shanghai Academy of Social Sciences Press 42(1):172~175
C. C. Wang / 2018 / The shift direction of marketing strategies under the internet economy / Circular of the Bohai Sea 36(4):19~20
S. K. Zhu / 2016 / The transition to market economy strategies / Chinese business theory 32(12):21~22
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