Research On Short-term Effect Measurement Of E-Marketing Factors

Up to Dec. 2014, the online shopping population has reached 361 million which make up more than 55 percent of the total online population. The percentage of domestic enterprises that using internet to sell can be 24.7%. The day of the Tmall’s Double 11 activity has even became a online shopping festival in general public, and the total sale in that single day had reached 57.1 billion yuan. With the increase of internet penetration, e-marketing has become the core marketing tool of enterprise’s business. So faced with a certain budget, how to achieve the short-term maximization of e-marketing effect, and how to measure the short-term effects of e-marketing factors, is currently the focus of corporate e-marketing activities. This paper explores the short-term effect measurement of e-marketing factors, and it has special significance for enterprises taking short-term effect measurement of e-marketing factors because it will help the enterprise take more effective measures to promote e-marketing sustained, healthy and vigorous development.The main contents are as follow:First, the paper summarizes the contents of relevant literature on the connotation of the development of e-marketing measurement, the short-term measurement of e-marketing factors, and advantages and disadvantages of other major statistical analysis methods to effect measurements. The paper found that domestic scholars have already studied the short-term effect measurement of e-marketing factors. However, there are still two aspects expecting to be perfected. One is that the current domestic research objects are relatively single, mainly focused on the weibo marketing now. On the other hand, the amounts of the quality articles in this area are too few. Accordingly, this paper attempts to make a comprehensive study on the short-term effect measurement of e-marketing factors, guided by the basic ideas of “what is the short-term definition, how to evaluate the short-terms effect of e-marketing factors and how to improve the e-marketing effect”. The short-term measurement has simplified data to 7 to 15 as a benchmark, and factor analysis method is chosen to the paper because of simplifying data and easy to understand.Then, the paper build the factors system of e-marketing based on the interview. In the first step, the classification hypothesis of the factors put forward after the analysis of 4P theory and 4C theory. Then, interview guide is built combined with expert consultation. The leaders and customers were interviewed in four B2 C companies, a B2 B companies, two social network companies and three group-buying sites. According to compare and analysis the results of these interviews the paper summarizes six factors of e-marketing—that are technical performance, trust on the internet, consumer behavior, customer loyalty, web advertising and pricing ability. So the classification hypothesis of factors of enterprise’s e-marketing has been proved to be right on the practice side. And on this basis the paper build system of e-marketing factors.Third, the paper constructs short-term effects measurement model of e-marketing factors, the model consists of quantitative model by factor analysis and multiple linear regression model. The OSA Tmall flagship store’s double 11 e-marketing activity is used for sample, and 393 effective questionnaires have been collected. Six factors of e-marketing are quantified by using SPSS20.0 software and factor analysis method. Then using the amount of short-term consumption of customers as the dependent variable and using six quantitative factors as independent variables to do multiple linear regression analysis. The completion of the short-term effect measurement of OSA Tmall flagship store’s double 11 e-marketing activity factors realizes the verification and amplification of the short-term effect measurement model in the paper.Finally, the paper finds that pricing ability is very important to e-marketing in a short time and web advertising has the acceleration effect to e-marketing in a short time. Thus, the paper puts forward some relevant recommendations for enhancing e-marketing effect in short-term. First, enterprises must improve awareness of obtaining e-marketing short-term effect optimization, and make a clear distinction between the long term effect and the short term effect. Second, the enterprise can adopt moderate low pricing strategy and pay attention to effectiveness of web advertising in short-term which can significantly improve the short-term effect of e-marketing. Third, in order to ensure smooth implementation of the low-cost strategy, enterprise should ensure product quality and reduce costs in parallel. Fourth, it is very necessary to build a short-term effect measurement of e-marketing factors.