Marketing Strategy of Digital Enterprises in Customer-centric Era : Interaction Orientation
As the rapid development of information technology and the significant changes of customer roles, the original boundaries between firms and customers are slowly disappearing, the interactivity between firms and customers is constantly increasing, interaction orientation has already became an important source for firms to obtain superior business performance in interactive environment. However, the study of interaction orientation and the elationship between interaction orientation and business performance is still rarely in China. In addition, some scholars demonstrate that the organizations strategy type would influence the strength of the relationship between strategy orientation and business performance. However, so far there was no study to research or explore the moderate effect of strategy type on interaction orientation-business performance relationship. Therefore, in an attempt to fill in the above gaps, this study reviewed the relevant literatures and developed a research framework which included the interaction orientation, strategy type and business performance. Then through the in-depth interview and questionnaire survey, this research would collect 300 firms data which relevant to their interaction orientation behaviors, and based on the survey data, we would use the descriptive statistics and regression analysis method to measure the degree of the firms interaction orientation and test the relationship among the interaction orientation, strategy types and the business relationship. The conclusions of our research would not only enrich and perfect the development of marketing strategy theory, but also supply a theory guidance and support for the implementation of interaction orientation in digital enterprises.
interaction orientationt digital enterprises business performance strategy type customer relactionship management
Yuan Ping Liu Yanbin
School of Management Ningbo Institute of Technology, Zhejiang University Ningbo, China
国际会议
成都
英文
142-146
2010-12-03（万方平台首次上网日期，不代表论文的发表时间）