基于结构方程模型的林产品电商营销成功因素实证研究

摘要

The marketing promotion of forest products e-commerce is a systematic project,involving a large number of related factors.Through expert consultation and industry interview,this paper designs the questionnaire of the success factors of the commercial marketing of forest products,carries out in-depth interviews and field research,on the basis of constructing the success factors model of the forest products e-commerce marketing,and makes an empirical analysis of the data obtained by using the structural equation software.The results show that the product foundation and resource endowments of the commercial marketing of forest products are the natural soil for the growth of marketing performance and the visibility and influence of the forest products.At the same time,policy support and the level of the business management of forest products play an important role in improving the scale and value of the business marketing.%林产品电商营销推广是一项系统工程,涉及众多的关联因素.本研究通过专家咨询和行业访谈设计了林产品电商营销成功因素的调查问卷,并开展了深度访谈和实地调研,在构建林产品电商营销成功因素模型基础上,利用结构方程软件对获得的数据进行了实证分析.研究结果认为林产品电商营销的产品基础和资源禀赋是林产品电商营销业绩成长以及知名度和影响力提升的天然土壤,同时,政策扶持力度以及林产品电商经营管理水平对提高林产品电商营销规模和价值提升有着至关重要的作用.