A Study On The Factors Affecting The Choice Of Business Channels In Industrial Procurement Under The "Internet Plus" Background

"Internet plus" as the representative of the advanced productive forces,to provide a broader and more efficient platform for the innovation and development of the traditional industrial enterprises,with the "Internet plus industry" era,the business model and profit channel of traditional industry should change with the times.At present,with the rapid development of e-commerce industry,more and more traditional industrial enterprises began to move toward the integration of the development of traditional business entity channels and emerging e-commerce channels,to achieve multi-channel business strategy to provide better shopping experience for customers and win more loyal customers for the enterprise.But for many of the traditional industrial enterprises,multi channel business has just started,facing many difficulties,need to explore continuously in depth,Therefore,it is necessary to study the behavior and influencing factors of the choice of business channels in industrial procurement for the effective multi-channel management strategy of traditional industrial enterprises.Thus,this article is based on the study of relevant literature at home and abroad,we first define the concept of industrial procurement and business channel selection,and comb out the related research on the choice behavior of business channel and the influencing factors of the choice of business channel,And then combined with the specific characteristics of industrial procurement,based on information collection and implementation of the two stages of purchase,construct a theoretical model of influencing factors of business channel selection in industrial procurement,the model includes the two stages of product factors,channel factors and business factors,which are the three categories of twelve factors,and put forward relevant research hypotheses.Finally,the theoretical model and the research hypothesis are tested by the empirical analysis.In this paper,analyzing the data collected by questionnaire,and the data analysis is carried out using the SPSS statistical software.The results of regression analysis showed that in the stage of information search,channel media richness,channel convenience and supplier brand value has a positive impact on the choice of e-commerce channels,product complexity has a negative impact,the supplier personnel service has no effect;in the implementation of the purchase stage,channel convenience,channel trust,supplier brand value and supplier personnel service has a positive effect on choice of e-commerce channels,product complexity has a negative effect,product price and channel risk have no effect.The importance of analysis results show that the impact of supplier brand value is the most important in the entire procurement process,and the importance of supplier personnel service in the two stages is very different,product complexity,channel mdia richness,channel convenience and channel trust play an important role in a certain procurement stage.Besides,product price and channel risk are not important in the procurement process.Finally,according to the conclusions of this study,the management suggestions are put forward from several fusion development,brand value and service guarantee,in order to combine the traditional industrial enterprises "Internet plus" thinking,develop multi business channels,find new opportunities for development under the new normal state of the economy.