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基于对永嘉、瓯海、龙湾温州三县区首批入驻淘宝“中国质造”频道的9家鞋企和瑞安1家龙头鞋企的实地考察,运用经典扎根理论,对访谈信息进行编码提炼。研究发现其运营绩效影响因素主要源自外部环境驱动和内部自适应。外部因素包括:用户流量变动、领头企业引领示范、政府对接平台中的作用、电商平台的比较优势、产业基础的完备性。内部因素在于:负责人的格局、电商团队建设、品牌创新意识、产品结构的丰富度及定位。最后对提升温州制鞋企业电子商务运营绩效提出了相关政策建议。
Based on the field trips to 9 leading shoe makers and 1 leading shoemaker in Yongjia, Ouhai and Longwan Wenzhou in the three counties and districts of Taobao, “Made in China” channel, using classical grounded theory, the interview information was coded refining. The research found that the main influencing factors of its operational performance come from external environment-driven and internal self-adaptation. External factors include: user traffic changes, leading companies to lead the demonstration, the role of government docking platform, the comparative advantages of e-commerce platform, the completeness of the industrial base. The internal factors lie in the pattern of responsible persons, the construction of e-commerce team, the awareness of brand innovation, the richness and positioning of product structure. Lastly, it puts forward some policy suggestions to improve the performance of Wenzhou shoe-making enterprises in e-commerce.