Research On The Influencing Factors Of Network Marketing Performance Under Price Competition Environment

The rapid development of cross-border online shopping has prompted increasing enterprises to launch cross-border e-commerce,which has greatly intensified competition among industries Price competition is one of the main means for e-commerce companies to implement online marketing,but it turns out that price competition does not apply to all cross-border e-commerce companies : some cross-border e-commerce companies rely on low prices to maintain competitive advantage,thus achieve the improvement of network marketing performance and continuous development,but some companies have been unable to make up for the cost under low prices,which has caused huge losses.Therefore,it is of great theoretical and practical significance to construct a feasible influencing factor system for network marketing performance,to explore the influencing factors of cross-border e-commerce network marketing performance under the price competition environment,and to propose reasonable suggestions.This paper chooses cross-border e-commerce enterprises as the research sample and takes the influencing factors of network marketing performance under the price competition environment as the research goal.By combing the literature on the influencing factors of network marketing performance and the analysis of three export cross-border e-commerce enterprises,the system of influencing factors of network marketing performance is obtained;Then,the sensitivity of all influencing factors to price in the system of influencing factors of network marketing performance is analyzed;finally,BP neural network is used to analyze the impact of influencing factors on network marketing performance under the price competition environment.There are some innovations in the construction of the influencing factors system for network marketing performance,the research on the intensity of each influencing factor and the selection of research objects.The main contents and contributions of the research include the following three points:First of all,the system of influencing factors of network marketing comprehensive performance is constructed.Based on literature review and case analysis,together with carefully screening and refining of influencing factors,we construct a influencing factors system from five aspects including network security,consumer experience,enterprise's own situation,peer market competition and promotion factors.The influencing factors system contains three layers,five first-level factors and 17 second-level factors.Secondly,we empirically analyze the specific intensity of the various influencing factors of price modulation on the comprehensive performance of network marketing.Using BP neural network as the empirical model,this paper takes the influencing factors after price competition modulation as input values,and the comprehensive performance of network marketing under the price competition environment as the output value.The intensity of the price factor on the performance of online marketing is therefore systematically analyzed,after controlling the interaction of various influencing factors and mutual modulation.Finally,research shows that under the price competition environment,the international brand image,customer satisfaction,and international reputation of goods have the strongest effect on online marketing performance;international payment security,international logistics time and quality,personalization of business operations,sales profit have moderate effect.According to the results of empirical research and combined with the data research of enterprises,the countermeasures of network marketing performance improvement under several price competition environments such as improving the international brand image of commodities are proposed.