The Research Of Influence Factors And Performance Of The Iron And Steel Enterprises To Adopt Online Marketing Channels

In today’s era of informatization has become a mainstream, with the external environment of online marketing channel continuously improved, has plagued the credibility of online marketing channel, logistics, payment and other issues, through the joint efforts of the government, society and every manufacturer, is gradually resolved and has produced results,this has prompted more and more iron and steel enterprises begin to realize the role of online marketing channel and start the application.Iron and steel enterprises to use e-commerce as an additional marketing channel, has been more and more iron and steel company’s recognition and praise highly. The target of this paper is to study specific factors, which affect the iron and steel enterprises to adopt the online marketing have? Select online channel, will increase the income level of enterprise?Iron and steel enterprises to join the direct competition with dealers, middlemen, whether the emergence of online marketing channel will affect other traditional marketing channel, will affect the performance of iron and steel enterprise? For the iron and steel enterprises provide practical guidance.This paper first reviews and summarizes the domestic and foreign scholars on e-commerce and online marketing channel development and theory research of China’s iron and steel enterprise marketing channel choice, on this basis, set up in this paper, the basic theory of architecture, determine factors can affect the iron and steel enterprises to adopt the marketing channel, uses the online marketing channel after the impact on the performance of the enterprise itself, and puts forward the corresponding theoretical assumptions. By the method of on-site interview, inspection, and use the China iron and steel industry association and steel silver steel spot trading platform two industry databases, using the method of linear regression equation to identify and inspection hypothesis is put forward. Finally, it illustrates the main conclusion and the insufficiency of the paper, as well as prospects.