Research On How Price Competition Impacts E-marketing Performance Of E-commerce Companies

With the development of information technology and the popularity of the Internet,e-commerce companies have developed rapidly,but in recent years,the profit margins of e-commerce companies have decline,in order to compete for market share,various e-commerce companies continue to attract consumers by means of price competition.In the short term,price competition can bring growth in sales,but in the long term,price competition is not conducive to the sustainable development of e-commerce companies.Therefore,how the price competition affecting e-marketing performance becomes the focus concern to the e-commerce companies.This paper explores the interaction strength of price competition to the factors of e-marketing performance,e-commerce companies need to pay special attention to those factors which price competition strongly affected,when e-commerce companies have involved in price competition,they can avoid disadvantages,and improve the e-marketing performance,this is the main practical significance of this paper.The main contents are collated as follows.Firstly,the paper summarizes the research of the domestic and foreign scholars.This paper collates as follows:The price competition in the e-commerce market,the factors of e-marketing performance,and the impact of price competition on e-marketing performance.The paper finds that the research of domestic and foreign scholars which on the impact of price competition to e-marketing performance is still rare.Their research focused on the advantages and disadvantages of price competition and the impact of price competition on the companies brand.Based on the research of scholars,the paper starts from the factors of e-marketing performance,explores the interaction strength of price competition to the factors of e-marketing performance.Secondly,the paper analyzes the current situation and impacts of price competition in e-commerce companies.Price competition in e-commerce market is widespread,price competition is conducive to optimizing the allocation of social resources,and can help improve the overall influence of companies,and it is conducive to better cultivate the loyalty of existing customers,but price competition seriously disrupts the market order,and affects satisfaction of consumers.Thus,e-commerce companies need to understand the strength of price competition impacted on these performance factors,so they can develop better strategy for price competition.In addition,the paper uses research review and expert scoring method toreconstruct factors system of e-marketing performance.This paper summarizes the research of domestic and foreign scholars and then puts forward the classification hypothesis of e-marketing performance factors.This paper then combines with expert scoring method to extract the factors,finally there are 5 factors included:Site security,website design,network reputation,network promotion,customer service,and refinement of 17 secondary influencing factors.On this basis,the paper reconstructs the e-marketing performance factors system under price competition.Finally,the paper builds a BP neural network model to get the interaction strength of price competition on various factors of e-marketing performance.By analyzing the empirical results,and then gets the conclusions:Price competition has strong strength to the logistics service speed,page response speed,online payment security and problem solving efficiency.Among them,the most strong factor is logistics service speed,and the strength is 0.114.But for the style design of the page,goods receiving integrity,corporate reputation,the number of high praise and information security of users,the strength of price competition is weak.Among them,the least strong factor is the style design of the page,and the strength is 0.025.In view of the research conclusions,this paper puts forward some suggestions:E-commerce companies should fully aware of these factors of e-marketing performance which price competition strongly affected,they should pay special attention to and improve these factors.That is to say,when the e-commerce companies participate in price competition,if they can pay attention to the factors of price competition strongly affected,they can avoid disadvantages,and get indefeasible position in the price competition.