| With the intensifying reform and opening up development in China, the advanced business administration mode and supply chain management concept in foreign countries have been accepted gradually by domestic enterprises. But for the management of MRO products procurement, if the traditional mode of raw material procurement management is adopted as usual, the working efficiency of the purchasing department will be undoubtedly affected badly because of the great variety and the low unit price of MRO products. In addition, as the costs of labor and raw materials are rising, and the attention that enterprises have paid to continuity of production is also increasing, more and more enterprises begin to examine the comprehensive cost in the field of MRO more carefully.From the above points, an increasing number of enterprises expect to cooperate with MRO suppliers instead of managing several suppliers that provide only single products at the same time. So, the vast domestic market demand has brought enormous opportunities for development to the MRO suppliers. On the other hand, in recent years e-commerce has promoted the transformation of many traditional industries, and this has been an overwhelming trend, which shows its strong vitality to us.MRO products are diverse and their procurement costs are high, they are quite suitable to be sold online.As a consequence, MRO and the Internet e-commerce are combined spontaneously, which led to the occurrence of a number of enterprises such as the WESTING AREA and GRAINGER GLOBAL, which sell MRO products with e-commerce mode. These MRO online trading platforms are possessed with the advantages such as high brand value, wide scope, transparent price, complete category and etc. That the mode of MRO industry is to be upgraded is an irresistible trend. However, these enterprises’advanced management mode and distinct business mode don’t help them gain actual high market share. According to statistics, the traditional distributors at all levels are still taking the lead in the domestic MRO market, which occupy over70%of the market share. General speaking, customers’ recognition and adoption of MRO online trading platform are not that satisfying.Therefore, the aim of this dissertation is to find out the main factors which affect customers’adoption of MRO online trading platform through theoretical research and verify them, and then to help enterprises to optimize the marketing strategy. Firstly, this dissertation gives an intensive study of the domestic and foreign MRO theories, organization adoption literatures, and it also proposes a hypothetical model on the basis of theories such as innovation diffusion, TOE framework, organizational behavior assimilation and etc. Then, by designing a structured questionnaire and using software of SPSS and AMOS, an empirical analysis of the model and statistics is conducted. The study finds out that the following factors have obvious influence on customer’s adoption:customer’s IT capability, customer’s perception for the seller’s comprehensive technical strength and technology match, customer’s perceived value and customer’s perceived risk on MRO procurement performance, the maturity of the management system, the attitude of the top management, the environment of system in customer’s enterprise, and the environment of customer market competition, the adoption of overall industry, the adoption of benchmarking enterprises and etc. Finally, according to the above factors which influence the adoption intention, this dissertation gives some suggestions on optimizing the operation of the current MRO online trading platform. |
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