Research On The Relationship Between Art Network Marketing Strategy, Purchase Behavior And Enterprise Performance

Along with the rapid rise of China’s online marketing market,the business model of art enterprises is constantly innovating,online and offline services accelerate integration,and users’ purchasing behavior has undergone revolutionary subversion.However,there is also a phenomenon of homogenization of art business.Most users of online art purchases are still in the potential stage of online shopping,and the repeated purchases have not yet taken shape.Users who have made initial purchases have low purchase frequency and low single consumption amount.Art enterprises urgently need to share information between suppliers and demanders through marketing strategies,constantly exploit new users and maintain old users,in order to improve the purchase and retention rates of users,and ultimately improve the performance of enterprises.In view of this,this paper takes the network marketing as the analysis entry point,uses the purchase behavior and the enterprise performance theory,has analyzed the network marketing strategy of the artwork.Introduce the practical development problems encountered by some art enterprises in Zhejiang Province in network marketing into the theoretical research.A network marketing strategy is constructed through the mediating effect of purchasing behavior on the conceptual model of enterprise performance.Through in-depth research 3 typical representative core enterprises of domestic furniture network marketing.Interviews with art theorists and business executives.By analyzing the questionnaire of 319 respondents and using statistical tools such as SPSS and Mplus to validate the initial model,three conclusions are drawn:Firstly,different dimensions of online marketing strategies have different effects on purchasing behavior:pricing strategies and product strategies have significant positive effects on impulse buying behavior,but channel strategies have no significant impact on impulse buying behavior;channel strategies and product strategies have significant positive effects on repeated purchasing behavior,but they have significant positive effects on repeated purchasing behavior.The effect of pricing strategy on repeat purchase behavior is not significant.Second,user purchase behavior has a significant positive impact on enterprise performance.Thirdly,different dimensions of network marketing strategy have a significant positive direct impact on enterprise performance.This conclusion,on the one hand,provides new ideas for the theoretical circles to solve the problem of enterprise performance improvement,and preliminarily constructs the rudiment of the systematic research framework of "online marketing strategy-Purchasing Behavior-enterprise performance",which is of great significance to enrich and enrich the research of network marketing strategy,purchasing behavior,enterprise performance,etc.On the other hand,it has a strong practical role for art enterprises to use network marketing strategy to promote purchasing behavior of users and improve enterprise performance.It can provide reference for government departments to formulate policies to promote the overall upgrading of network marketing and sustainable development of enterprises,and for the orderly operation of market economy and the health of national economy.