北京链家地产网络营销问题与对策研究本科毕业论文

系 别： 管理科学与工程系 专 业： 市场营销 姓 名： 张晓凯 学 号： 02209134

2013年 4 月 30 日

Network Marketing

Cber-marketing is the effective marketing method which enterprises use to face the new management environment under the condition that network economy develops rapidly. It has many characteristics such as the high technical content, the broad coverage, cross time and region and so on, so it is a kind of new marketing idea and method which enterprises develop positively in our country. The present paper mainly takes the existing network marketing elementary theories as a backing, takes the network marketing pattern and achievements appraisal as the research object, has constructed the network marketing pattern and achievements quality synthetic evaluation target system by analyzing the development present situation of network

marketing, the connotation, the characteristic and the foundation environment, and has analyzed the assessment methods used commonly, has conducted the real diagnosis research by DEA model in order to promote the actual level of utilizing network marketing in our country and realize the type development. First, the paper analyzes the present development situation and prospect of network marketing, the development situation and level of network marketing in our country becomes more clarified by the contrast analysis of domestic and overseas stratification. The paper also discusses the necessity of network marketing for enterprises as well as the questions enterprises of our country faced, in developing network marketing, has refined the valuable experiences of overseas which our country will profit from. Next, the paper has analyzed the network marketing environment thoroughly, mainly obtains from two stratification planes of the network marketing macroscopic environment and the microscopic environment in order to make the analysis more clarified. Under the background of networking of firms’ organization and innovation pattern, how to improve firm’s innovation performance (or innovation success) is an interesting question. Based on the theory analysis, we adopt the research methods of field discussion, questionnaire, simulation and case study, and explore how high-tech firm can achieve networking innovation effectively. Our research mainly concerns the three topics: (1)the characteristics of effective innovation network of firms, and its impact mechanism on firm’s innovation performance; (2)the impact of network competence on firm’s innovation network; (3)the core influencing factors of firm’s network competence. In the research topic one: from the two aspects, i.e. \and \of innovation network, combining some methods about measuring network in the sociology, we abstract six dimensions: strength of tie, duration of tie, quality of tie, scale of network, range of network and heterogeneity of network. In the empirical test of innovation network of focal firm and its innovation performance, after controlling the firm’s size and technological grade, we find that strength of tie, duration of tie, quality of tie, scale of network, range of network and heterogeneity of network are all have an significant impact on the focal firm’s innovation performance. It draws a conclusion that effective innovation network embody significant characters both in the \theories about network character’s influencing outcome of actors in the network, such as the advantage of strong tie(Granovetter,1973; Gulati, 1995a; Krackhardt,1998), relation governance (Granovetter, 1985; Parkhe,1991; Hoffman, 1994; Blount,1995) and social network(Nadel,Barnes,1954) from the view of technological innovation. The validity of innovation network explains the quality, richness and ampleness of innovation resources, such as reliant and various network ties help to improve the veracity and speed of market information, and the reliability and applicability of technology, subsequently improve the innovation performance.On the other hand, the validity of innovation accounts for the redundance and repeat of nework ties are also valuable to the firm’s innovation success, and support the view that redundant resources do good to firm’s innovation performance(Fang, 2003), for some kind of network characters, such as the strength of ties, duration of ties, nework scale and network range embody the redundance and repeat of nework ties, and explain the

redundance of innovation resources acquired through innovation network. The redundant resources of firm often play an role of cushion coping the change of firm’s environment, which reduce the impact form the change of environment(Cyert,March,1963; Bourgeois, 1981; Cheng,Kesner, 1997). While, the characteristics of high-tech industry just embody the high degree of market turbulence, technological turbulence, and competitive intensity. So, with some redundant and repeat network ties, high-tech firms can enhance their adaptability to the turbulent environment of high-tech industry, reduce their dependence to some special partners, and do good to their innovation activities. When making the firm’s size as the grouping variable, in the sample of small size firms, only quality of tie, scale of network and heterogeneity of network have an significant impact on the innovation performance; While in the sample of large size firms, the six dimensions are all have significant impact on the focal firm’s innovation performance. For the strength of tie has not significant impact on the small firm’s innovation performance, it may be that although frequent interact helps gets some innovation resources or perceives innovation pressure, it disperses the limited internal resources of small firms, and make some negative impact to them. So, the strength of tie has not significant impact in the whole; For the duration of tie has not significant impact on the small firm’s innovation performance, it may be that although long term interact helps gets some innovation resources or opportunities, it also reduce the agility of small firms, and make some negative impact to them. So, the duration of tie has not significant impact in the whole; For the range of network has not significant impact on the small firm’s innovation performance, it may be that although more kinds of interactive relations helps gets more innovation opportunities or perceives innovation pressure, it also occupy some internal resources of small firms, which are also important to small firm’s technological innovation, and for the luck of integration competence, restrict the effect of these innovation opportunities. Some network management qualification, Such as social qualification and management skill can also help improve internal innovation process. In the research topic three: based on the theory of firm’s competence, we conclude some important factors improving firm’s network competence. In addition to the access to resources, integration of communication structure, openness of corporate culture, and network orientation of human resource management, we introduce the organizational learning. Form the results of empirical test, access to resources, integration of communication structure, openness of corporate culture, network orientation of human resource management and organizational learning all have an significant impact on firm’s network competence. The size of path coefficient all are at the same level.

网络营销

网络营销是企业在网络经济迅速发展的条件下，应对新的经营环境的有效营销手段，具有技术含量高、覆盖面广、跨时间和地域等特点，是我国企业正在积极开展的一种新型营销理念和手段。本论文主要以现有网络营销的基本理论为依托，以网络营销模式和绩效评价为研究对象，通过对网络营销的发展现状、内涵、特征、基础环境等的深入、系统研究，构建

了我国企业网络营销的模式和网络营销绩效综合评价指标体系，并对比分析了常用的网络营销评价方法，运用DEA模型进行了深入的实证研究，旨在促进我国企业运用网络营销的实际水平的提高，实现跨越式发展。 首先，论文系统分析了目前网络营销的发展现状和前景，通过国内和国外两个层面的对比分析，使我国网络营销的发展现状和水平更加明朗化，我国的网络营销整体水平还比较低。论文还对企业进行网络营销的必要性以及我国企业开展网络营销所存在的问题等方面进行了系统论述，提炼了国外网络营销发展可供我国借鉴的宝贵经验。 其次，论文对网络营销环境进行了系统深入分析。主要从网络营销宏观环境和微观环境两个层面入手，力求使分析更加层次化、明晰化。在宏观环境中主要系统论述了网络营销的技术环境、经济环境、文化环境以及政治和法律环境，其中技术环境是宏观环境的关键，是整个网络营销环境的依托，技术环境的健全与否直接决定着网络营销水平，而各个环境之间是相铺相成的关系。在微观环境中主要以消费者为研究对象，对消费者的购买行为、特征以及其购买动机等进行了深入分析。通过两个层面的系统分析并结合前述内容，得出我国目前的网络营销环境已经基本成熟，比较适合我国企业开展网络营销活动的结论。 再次，在前述内容的基础上，论文总结并构建了适合我国企业选用的网络营销模式。在企业组织网络化发展和企业创新范式网络化的背景下，企业如何提高技术创新绩效是个令人感兴趣的研究课题。笔者在相关研究的基础上，通过理论分析，并结合实地调研、人物访谈、问卷发放、模拟研究和典型案例剖析等研究方法，探究高新技术企业如何有效的实现网络式技术创新。本文的研究主要围绕着下列三大内容展开：①有效的企业创新网络特征的探讨，及其对企业技术创新绩效的作用机理；②网络能力对构建有效的创新网络的影响机制；③网络能力的关键影响因素研究。通过上述内容的研究，试图对高新技术企业基于网络能力构建有效的创新网络，实现网络式创新模式，有一较为全面的了解。在研究内容一中，首先从企业创新网络的“质”和“量”的两个方面，结合社会学关于测度网络特征的相关理论，提炼出测度创新网络特征的六个构成维度：关系强度、关系久度、关系质量、网络规模、网络范围和网络异质性。进而进行提出假设、模型构建、变量测度、数据分析等步骤，对创新网络对创新绩效的影响进行实证检验。从实证研究结果来看，将高新技术等级和企业规模作为控制变量的情况下，关系强度、关系久度、关系质量、网络规模、网络范围和网络异质性分别对企业技术创新绩效产生显著的积极影响，得出有效的企业创新网络在“质”和“量”两方面体现出显著特征的结论。有效的创新网络在“质”和“量”两方面的显著特征，一方面反映了网络关系的品质性、丰富性和充裕性对企业技术创新的支持作用，印证了部分“网络特征优势”理论的相关解释，例如，支持了强联系的优势理论、关系治理理论和社会网络理论等关于网络特征对网络成员行动结果的影响的解释。创新网络的有效性也体现了提供创新资源和创新机会的品质性、丰富性和充裕性等优势，例如，值得信赖、充裕而丰富的网络关系，有利于提高市场信息的及时性和准确性，和技术的可靠性和适用性等，进而促进企业的技术创新绩效。另一方面，创新网络的有效性在一定程度上也体现了冗余和重复的网络关系对企业技术创新绩效有积极影响的结论，进而支持了资源的冗余有利于企业技术创新的观点(方润生，2003)，因为，网络特征中，诸如，关系强度、关系久度、网络规模和网络范围的正向特征体现了网络关系的冗余和重复性，进而体现了焦点企业所获网络资源的冗余性。冗余资源往往体现为企业应对环境变化的缓冲物，减缓了环境的冲击。从高新技术产业的特点来看，具有市场需