Handbook ProposalAbstract introduction Literature Review outline swot分析法 pest分析法 pestel analysis case study Methodology Reference 论文题目选题


时间:2011-09-13 14:13来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien


The main purpose of this paper was to take China’s auto companies as research object to explore the relationship between e-commerce application and enterprises’ marketing performance. In this dissertation, it made use of questionnaire and case study to collect data, through introducing marketing capability as an intermediate variable to analyze the relationship between e-commerce application and enterprises’ marketing performance, using structural equation model to analyze the collected data of the China’s enterprises’. The research results showed that marketing capability was an important intermediate variable between e-commerce application and enterprises’ marketing performance, e-commerce application can increase enterprises’ marketing capability to improve their marketing performance. At the end of the dissertation, it pointed out that with the continued rapid development of information technology, e-commerce became a platform for enterprises’ survival and development, e-commerce application became their inevitable choice. Finally, it brought forward recommendation for how to make use e-commerce application.

Keywords: e-commerce, marketing capability, marketing performance, structural equation model, intermediate variables

I am mostly grateful to my tutor Mrs. , without whose support and patience this project would not have been finish.
I am also grateful to my classmates , and my colleagues for their time spent on panel discussions with me.
No amount of thanks will be adequate for my students without whose will participation in the project implementation it would have remained on paper.
Last but not least, big thanks go to my family who has shared with me my worries and uneasiness during my work time. Without them, I couldn’t have made it.




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