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设计（论文）题目：影响国际间企业网络营销成功的因素

学生姓名：秦冬学号：0822110325 专业：市场营销

所在学院：商学院

指导教师：谷虤

职称：讲师

2013年12月27日

Factors affecting the success of business-to-business international Internet marketing(B-to-B IIm): an empirical study of UH companies节选

Riyad Eid awd

Wolverhampton Yniversity

Senior Lecturer in the Marketing Department

Myfawvy Truewaw

Bradford Yniversity

School of Management, Bradford, YK.

ABSTRACT

Business-to-business international Internet marketing is one of the key drivers in sustaining an organisation's competitive advantage. The challenge for organisations today is to understand the factors that play a critical role in utilising Internet capabilities and their implications on business strategic objectives to enable them to compete successfully in the electronic age. Proposes 33 critical factors classified into five categories and validated empirically through a sample of 123 YK companies. Discusses the significance, importance and implications for each category and makes recommendations.

KEYWOR: Internet marketing, Business-to-business marketing, Critical success factors

INTRODUCTION

In recent years business-to-business international Internet marketing (B-to-B IIM) has received widespread attention. Avlonitis and Karayanni (SOOO), Duffy and Dale (SOOS), Hamill and Cregory (l99P), Hoffman es al. (l999), Lorter (SOOl) and Quelch and Klien (l996) conducted in-depth studies to understand those factors that are needed to enhance B-to-B IIM implementation. They conclude that organisations need to understand how to identify the critical factors that affect the implementation

process and address them effectively to ensure that the promised benefits can be realised and failures can be avoided.

However, research in business-to-business Internet marketing is still in its infancy. Most research on Internet marketing has been either descriptive or theoretical/speculative. There is a lack of solid research models to guide future research in this area. There have been a number of attempts to identify the CSFs for B-to-B international Internet marketing (Archer and Yuan, SOOO; Avlonitis and Karayanni, SOOO; Berthon es al., l996a; Chan and Swatman, SOOO; Duffy and Dale, SOOS; Furnell and Karweni, l999; Honeycutt es al., l998; Lord, SOOl; Lynn es al., SOOS; Soh es al., l99P); however, few of them can provide strong theoretical or statistical support for the existence of these CSFs. This may be because of the exploratory nature of these studies. As such they deal more with the potential than the reality of the Internet's impact. Hence, full- scale research conducted in a highly scientific manner must be undertaKen.

To fill this gap various articles, empirical research, and secondary case studies on B-to-B, Internet, International marketing, and information technology were studied. The findings of these studies identified Sl factors that have a direct impact on successful implementation of the B-to-B IIM. These factors were classified into five categories:

(1) marketing strategy;

(2) Web site;

(3) global dimension;

(4) internal related factors; and

(5) external related factors.

Definitions, techniques and discussion on these factors are described in the following sections. Further discussion on each category is also underpinned.

1.PROPOSED FACTORS

A number of studies were carried out to identify those factors most critical to

B-to-B IIM success. Avlonitis and Karayanni (SOOO) noted that sales force has