The Empirical Research Of Retail Business Marketing Model Changes Based On E-Business Environment

With development of information technology continued rapid, the retail business has entered a competition in the globalization era of the Internet economy. Enterprise marketing model also is changing, e-business which is a typical representative of the model. It appeared to become retail business survival and development platform, and to promote retail business from the traditional mode of marketing to e-business marketing model changes.This paper analyzes the impact of the retail marketing model change factor in e-business environment, gives a comprehensive theory of marketing model change in the information age, analyzes the mechanism of e-business for retail marketing business model change, and then comprehensive analyzes the properties, type, features and advantages of the new marketing model. Making this new marketing model more clear in theory. Specifically, from the marketing models and theories of e-business start with an analysis of e-business environment for retail marketing business model. Paper analyzes a variety of factors of retail marketing model, and then using those factors to establish a theoretical model and hypothesis. Through the description of the statistics, the best informed of the impact of e-business retail marketing reform model of the factors are: information technology, the price factor and goods factor. Through factor analysis, divided many scattered factors into three categories: the macroeconomic environment factor, market competition factor, and enterprises factor. Through the independent variable regression analysis to verify the correctness of assumptions of the three mentioned above. Finally, the regression model as a whole, know that the macroeconomic environment factor, market competition factor, enterprises factor for retail e-business marketing model and its impact on the degree of relevance. That is to say, the macroeconomic environment, market competition environment and enterprises factor better, the retail business more suitable for the implementation of change in e-business environment. Through the empirical analysis of the results,paper gives the retail marketing business model in e-business environment. Retail should pay attention to the issue of marketing business model change process, as well as the implementation of changes to some of the recommendations. This paper filled by the development of the theory from the traditional mode of marketing to e-business environment in the marketing model changing. To a certain extent, to fill the retail business from the traditional mode of marketing to e-business environment, the impact of changes in marketing mode factor analysis and quantitative measure of the gap for China retail marketing business model changes provide the basis for decision-making and support the strategy.