An Empirical Study On Relationship Between Online Promotion And Firm's Sales Performance Based On Auto And IT Industry From Shanghai And Shenzhen Stock Market

The fast development of internet promotes its extensive application on enterprise management, web marketing is the application of internet on marketing department. Web marketing based on website has become an important tool and effective approach for enterprises to enhance sales performance. However, most enterprise haven't achieved excellent results from web marketing based on the website, for most of them don't catch the main characteristics of web marketing based on website. In order to clear which tactics web marketing have and its influence on enterprises sales performance, this dissertation put up an empirical study on the influence of web marketing based on website on enterprises sales performance. It's redounded for enterprise to recognize and grasp which tactics will be helpful to enhance enterprises sales performance.Combining with the method of canonical and empirical analysis, this dissertation carries out a systematic literature review about the issue of web marketing based on website and its influence on enterprises sales performance. By using the theories about the influence of internet on enterprise competitiveness, influence of internet on enterprises marketing, this dissertation conducted a historical and comparative analysis, qualitative and quantitative analysis research. In this paper, the author develop a research model and then put forward hypotheses base on these assumptions, we designed a set of questionnaire to acquire data. After statistical and regressive analysis on the data, the author tests the hypotheses. The results show that web marketing based on the website has significant positive impact on ROS (revenue of sale) and negative impact on cost. Compare to automobile industry, information industry have better efficiency on executing web marketing based on the website.