Marketing Strategy of Digital Enterprises in Customer-centric Era : Interaction Orientation

摘要

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 organization's 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.