원문정보
초록
영어
In recent years, with the rapid development of internet technology, enterprise business model has entered a new century. The emergence of network economy has forced retail enterprises to change the original marketing mode, global information resources can be shared instantly, which greatly improve the operational efficiency and reduce the cost. In this paper, we analyze the influence factors that impact on retail enterprises based on consumers online shopping behavior, survey data from small and medium enterprises. The result shows that macro environment factors, market competition, enterprise self factors will affect the enterprise's e-commerce performance, and significantly promote the enterprise's market strategy innovation. Therefore, it is an important way to improve the competitiveness of enterprises by carrying out the E-business market strategy.
목차
1. Introduction
2. Literature Review
2.1. Electronic Commerce Model
2.2. Marketing Strategy
3. Model Design and Research Hypothesis
3.1. Factors that Affecting the Marketing Model
3.2 Research Hypothesis
4. Empirical Analysis
4.1. Variable Description
4.2 Sample Statistics
4.3 Reliability and Validity Analysis
4.4 Regression Analysis
5. Conclusion
References