E-business marketing on relationship management models: An empirical study in Taiwan (China).

摘要

The new economic era has brought in Electronic Commerce (e-Commerce) and this has created a significant challenge to enterprise management. Have the marketing strategies of Electronic Business (e-Business) really changed. The business marketing and connecting model established by e-Business can help enterprises to reduce costs, enhance partners' cooperation, and attain the desired customer value. Therefore, we regard Relationship Management as the greatest change that requires a fresh approach through a new model.; The author hopes that, under the competitive environment of the Internet one can construct relationship factors between components and empirical factors of the Relationship Management Model. The theory is established around a systematic concept. It is constituted from various and mutually connecting factors. Connecting knowledge and partner are the essence of relationship. All these connections had been made in the context of business marketing.; activities, which affect enterprise value. I then constructed the connective activities of Relationship Management Model. This study discusses the mutually connected relationship and path direction among factors: (1) the essence factors which are dominant in both trust and commitment: integrity, benevolence, ability, perceptions, communication and satisfaction, benefits, cooperation, attitude and motivation; (2) the five connective activities of model: value and goals, trust, commitment, core competence and performance.; The overall results display excellent reliability, validity and accountability. The mutual connections among factors in the hypotheses are significant, and canonical correlation analysis led to the acceptance of all of the null hypothesis. The collection of criterion variables in our path analysis constitutes the Structural Equation Model (SEM). The direct and indirect effects had been explained by standardized regression coefficients.; The author employed a Relationship Management Model in e-Business. Conclusions have been made that the best suitable key factors of connective activities have been constructed, which can help all members in the industries value chain to achieve closer connection through the Internet. The future success of the e-business will depend critically on the quality of relationships developed with major customer and suppliers, internal and external, as well as linking strategic partnerships by utilizing the web and information technologies. One can apply the connective activities of the model to create, transmit, and accumulate enterprise core competence to acquire superiority competitive and increase company performance.