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1 Research background
E-commerce will dominate the world economy in the 21st century and it has become an indisputable fact. As the event which has risen at the end of the 20th century and has a significant impact on human socio-economic life, with its own development, e-commerce creates huge economic benefits and also fundamentally changes the process of history of the business development of the whole community. Through the global Internet network, e-commerce breaks the barriers of space time and changes the trade patterns, improving the environment and realization way of information flow, logistics, capital flow and speeding up the transfer and exchange of information, as well as speeding up the circulation of commodities, lowering production costs, improving enterprise’s management level and improving the efficiency of the entire social economy. E-commerce represents the future of business model, it has promoted a revolutionary change in the economic, which is an important aspect of enterprise’s informationization.
2 Research significance
On the one hand, the development prospect of e-commerce is booming, on the one hand, the application of enterprise’s e-commerce is tepid and ineffective. On the one hand, some enterprises have received a lot of interests through e-commerce, on the one hand, many enterprises do not bear fruit in the application of e-commerce, especially some enterprises have gotten into crisis when invest a lot of money in it. Therefore, enterprise have faced with the confusion of using of e-commerce, that is, what kind of contact exists between the e-commerce applications and enterprise’s efficiency, whether it will get reward when increases the investment in e-commerce technology, whether there is the other key factors between e-commerce and corporate performance, to answer these confusion enterprises are facing, there is an urgent need of theoretical exploration and research.
3 Research thinking
Based on the summary and analysis on the literatures on the relationship between e-commerce application and corporate performance, the following objectives have been set in this paper: to explore the intermediary role that marketing ability plays between e-commerce application and marketing performance, focusing on analyzing and verifying: an empirical study on the impact of China’s e-commerce applications on enterprises’ marketing performance- based on the perspective of ability:
1) The measuring dimension and key variables of e-commerce application
2) The impact of e-commerce application on enterprise’s marketing capability
3) The impact of marketing capability on enterprise’s marketing performance
4) In the context of e-commerce applications, the intermediary role enterprise’s marketing ability has played between e-commerce applications and marketing performance.
Only when the second and the third condition can be satisfied, that is, e-commerce application has an impact on enterprise’s marketing performance and marketing ability can affect marketing performance, can we continue to discuss the intermediary role marketing ability plays.
4 Research Methods
This paper uses structural equation model to explore the relationship between e-commerce applications, marketing ability and marketing performance.
Structural Equation Model (SEM) is a research methodology which is 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。