A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain

被引：20

作者：

Gyenge, Balazs ^{[1
]}

Mate, Zoltan ^{[2
]}

Vida, Imre ^{[3
]}

Bilan, Yuriy ^{[4
]}

Vasa, Laszlo ^{[5
]}

机构：

[1] Szent Istvan Univ, Dept Operat Management & Logist, Inst Supply Chain Management Mkt & Tourism, Fac Econ & Social Sci, H-2100 Godollo, Hungary

[2] Budapest Business Sch, Fac Foreign Trade, Dept Mkt, H-1165 Budapest, Hungary

[3] Szent Istvan Univ, Fac Econ & Social Sci, H-1165 Budapest, Hungary

[4] Univ Social Sci, Inst Management, PL-90113 Lodz, Poland

[5] Szechenyi Istvan Univ, Management Campus, H-9026 Gyor, Hungary

来源：

JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH | 2021年 / 16卷 / 04期

关键词：

business development; online marketing; e-commerce; effective communication; social media; social networking; m-commerce; MOBILE COMMERCE; SOCIAL MEDIA; INTERNET; TRUST;

D O I：

10.3390/jtaer16040064

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) with the factors and latest methods of e-commerce or even mobile commerce and traditional commerce and their main differences. Based on the four clusters examined, we develop a new strategic model for practice with suggestions which can be used by small and medium-sized enterprises (SMEs) and which they can incorporate directly into their business models. Starting point of our hypothesis was that in order to develop an effective and delivered communication, a market needs to be targeted and at least four different clusters should be formulated.

引用

页码：1136 / 1149

页数：14

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