中国B2B网商电子市场网商电子市场使用.PDFVIP

1 中国中国B2B 网商电子市场网商电子市场使用使用成功成功因素因素研究研究 中国中国 网商网商电子市场电子市场使用使用成功成功因素因素研究研究 ① ② 王珊 王有为 摘要摘要 摘要摘要 现在越来越多的中国企业通过 B2B 电子市场来拓展市场，也出现了一些成功案例。但 是针对中小型企业使用 B2B 的动机以及成功因素的研究还比较少，先前的研究大都集中在 企业初始的 B2B 采纳。本文尝试研究中小企业使用 B2B 的动机以及成功因素。在对 155 个 案例进行内容分析的基础上，我们采用动机——能力——社会网络的框架来解释 B2B 网商 的成功。研究结果表明 B2B 网商主要出于扩大销售的动机去使用 B2B, 并且他们现在已经 培育了能够胜任在线销售的一系列组织能力，包括在线营销能力、产品创新能力、电子商务 管理能力等。 关键字：关键字：电子商务成功；B2B 网商；企业资源观；企业动机；在线网络 关键字关键字：： Modeling the Success of Small Online Vendors in Business to Business Electronic Marketplaces in China Shan Wang (School of Business, Renmin University of China) Youwei Wang (School of Management, Fudan University) Abstract Nowadays more and more Chinese entrepreneurs begin or grow their businesses by selling through online B2B marketplaces, and a number of success stories have been reported. However, little research has been done to explore the use of B2B marketplaces by Small and Medium Enterprises (SMEs). In fact, prior research has focused more on their initial adoption of the Internet and B2B marketplaces. This paper is an initial effort to explore SME motivation and success factors in the B2B arena. Based on content analysis of 155 cases, the success of small online B2B vendors is explained within a Motivation-Ability-Social Network framework. We found that this first generation of small online B2B vendors are highly motivated to increase their sales, and have developed a set of organizational capabilities to compete o