지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
The purpose of this study is to analyze empirically which factors can determinate and facilitate firms' internet marketing and its impact on performance. To achieve this objective, the study constructed a synthesized model of determinant factors such as environment, strategy, organizational culture, organizational structure, export marketing barriers, tendency to relation marketing and implementation level of firms' internet marketing(speed of internet marketing, range of internet marketing) from the perspective of innovation theory. Then internet marketing's impact on performance is investigated with respect to fitness among determinant factors.
The data for this study were collected from 102 export manufacturing firms in Korea and suitable statistical methodologies were employed for analysis.
The findings of this analysis are as follows:
Most of determinant factors presented in this study affect the implementation level of internet marketing. In the case of speed of internet marketing, three of determinant factors (strategy, organizational structure, tendency to relation marketing) have a significant impact on implementation level of internet marketing as suggested hypothesis. In the case of range of internet marketing, four of determinant factors (environment, strategy, organizational culture, organizational structure) have a significant impact on implementation level of internet marketing as suggested hypothesis. Interestingly, when there is a fitness among determinant factors, the efficiency of internet marketing is increased thereby leading to better performance. That is to say, firms that want better performance from the internet marketing is needed to pursue fitness among determinant factors.
The data for this study were collected from 102 export manufacturing firms in Korea and suitable statistical methodologies were employed for analysis.
The findings of this analysis are as follows:
Most of determinant factors presented in this study affect the implementation level of internet marketing. In the case of speed of internet marketing, three of determinant factors (strategy, organizational structure, tendency to relation marketing) have a significant impact on implementation level of internet marketing as suggested hypothesis. In the case of range of internet marketing, four of determinant factors (environment, strategy, organizational culture, organizational structure) have a significant impact on implementation level of internet marketing as suggested hypothesis. Interestingly, when there is a fitness among determinant factors, the efficiency of internet marketing is increased thereby leading to better performance. That is to say, firms that want better performance from the internet marketing is needed to pursue fitness among determinant factors.
목차
Ⅰ. 서론
Ⅱ. 인터넷 마케팅에 대한 문헌연구
Ⅲ. 인터넷 마케팅 결정요인에 대한 이론적 배경
Ⅳ. 연구모형 및 가설
Ⅴ. 자료수집 및 변수측정
Ⅵ. 실증분석
Ⅶ. 결론
참고문헌
ABSTRACT
참고문헌 (0)
참고문헌 신청함께 읽어보면 좋을 논문
논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!
-
인터넷 수출마케팅 촉진 요인과 성과에 관한 실증연구 : 대구 섬유산업을 중심으로
무역학회지
2004 .12
-
한국중소기업의 인터넷 수출마케팅 성과수준별 기업집단에 관한 비교연구
무역학회지
2008 .04
-
인터넷 마케팅의 활용방안에 관한 연구
통상정보연구
1999 .12
-
KSFs(Key Success Factors) for US Service and Hospitality Firms` Internet Marketing
호텔경영학연구
2009 .10
-
한국중소기업 인터넷 마케팅 전략의 수출성과 결정
무역학회지
2003 .12
-
인터넷을 利用한 旅行業의 internet marketing 戰略에 關한 硏究
여행학연구
1998 .12
-
The effects of internal marketing capability on export marketing strategy, B2B marketing mix and export performance
Journal of Global Scholars of Marketing Science(마케팅과학연구)
2016 .01
-
인터넷 커뮤니티의 형성과 마케팅 성과간의 관계에 있어서 신뢰와 몰입의 매개역할
Journal of Information Technology Applications & Management
2004 .06
-
EC시대의 국제무역과 인터넷마케팅 전략
무역학회지
2001 .02
-
여행업 종사원의 인터넷 마케팅에 대한 인지도 분석
여행학연구
2000 .06
-
Internet based Marketing Innovation in China’s Real Estate Market
대한경영학회 학술발표대회 발표논문집
2016 .05
-
스포츠 인터넷마케팅 활용에 관한 연구
한국체육교육학회지
2000 .09
-
충북 중소 수출기업의 인터넷 마케팅 구현에 관한 연구
관세학회지
2008 .08
-
호텔 및 관광산업의 전략집단과 국제화 성과
무역학회지
2006 .04
-
New Trends and Challenges of Internet Marketing
Asia pacific journal of information systems
2015 .01
-
중국 진출 한국기업의 현지 마케팅전략의 성과 결정 모형
한국무역학회 세미나 및 토론회
2004 .02
-
마케팅믹스에 기초한 마케팅 분류
한국항공경영학회지
2008 .01
-
Marketing의 사회적 성격에 관한 연구
경영경제
1982 .02
이 논문의 저자 정보
이 논문과 함께 이용한 논문
최근 본 자료
댓글(0)
0
UCI(KEPA) : I410-ECN-0101-2010-326-002881649