分类号：F061.4密级：公开
U D C：005编号：201421703021
河北工业大学硕士学位论文
客户关系管理能力对电子商务投资与企业绩效
关系的影响作用研究
论文作者：周平学生类别：全日制
学科门类：工商管理学科专业：市场营销
指导教师：刘璞职称：副教授
资助基金项目：国家社会科学基金项目：电子商务投资对企业绩效影响的作用机制研究。
项目号：13BGL153
Dissertation Submitted to
Hebei University of Technology
for
The Master Degree of
Business Administration
THE ROLE OF CUSTOMER RELATIONSHIP
MANAGEMENT CAPABILITY IN THE
RELATIONSHIP OF ELECTRONIC BUSINESS
INVESTMENT AND BUSINESS
PERFORMANCE
by
Zhou Ping
November 2016
This work supported by the National Social Science Foundation of China.
No.13BGL153.
I
摘要
随着信息技术的发展和消费者行为的变化，传统的“产品”生产不再占有主导地
位，逐渐转向“以客户为中心”的个性化需求,引起了很多企业对客户经济价值的深
刻认识，并开始尝试通过客户相关活动来提升企业效益。相应地，客户关系管理得到
了前所未有的关注，而其能力的提高是企业绩效的关键。客户关系管理能力凭借着难
以模仿性、资源高度整合性和耗时性被视为企业最有价值的能力之一。已有学者指出
卓越的客户关系管理能力是企业绩效的一个鲜明指标。
信息技术和电子商务的快速发展，为企业的客户关系管理活动提供了强大的技术
支持。很多企业，尤其是传统制造业希望借此实现各部门间有组织、有计划地统一管
理，降低成本，提高效率。整合运用这些资源的能力不仅便利了企业与客户间的信息
共享，交流合作，还在提高客户满意度的同时改善了企业绩效。已有研究表明企业通
过整合和运用电子商务资源来提升客户满意度，进而增加企业绩效的能力和过程是很
值得研究的领域。
因此，本研究基于已有研究成果，构建了电子商务投资、电子商务能力、客户关
系管理能力与企业绩效四个变量之间的理论模型。以民营和外资制造型企业为案例进
行对比性研究，提出研究命题及假设。运用结构方程模型、回归分析及Bootstrap 分
析法，对各研究变量间的关系进行探讨。研究发现，电子商务能力及其子维度对客户
关系管理能力及其子维度有正向影响作用；客户关系管理能力分别在电子商务投资、
电子商务能力与企业绩效的关系中存在中介作用；电子商务能力与客户关系管理能力
在电子商务投资与企业绩效的关系中存在链式多重中介作用。最后，基于实证分析结
果，就制造企业如何通过电子商务系统的实施来提高客户关系管理能力，进而保持竞
争优势、提高企业绩效等问题提出指导性建议。
关键字：电子商务投资；电子商务能力；客户关系管理能力；企业绩效
III
ABSTRACT
As information technology develops and consumer behavior changes,
customer-oriented personal needs gradually dominate the market instead of the traditional
production,which makes companies take customers’economic value into consideration and
try to conduct some related activities to improve their business performance.Accordingly,
customer relationship management attracts researchers’attention,but its capability is the
key factor to increase profits.Customer relationship management capability is regarded as
one of the most valuable capabilities with its non-imitativeness,resource integration and
time-consuming.Researchers have mentioned that high level of customer relationship
management capability is a distinct indicator of business performance.
The rapid development of information technology and electronic business technically
support customer relationship management.Many companies,especially manufacturing
industries,enlarge their investment in electronic business to achieve the unique
management in an organized and planned way,lower cost and enhance efficiency.
Meanwhile,the capability of using and integrating electronic business resources not only
helps information sharing,communication,but also improves customer satisfaction and
business performance.Researchers indicate that it is worth to study the capability of
companies using and integrating electronic business resources to improve customer
satisfaction,and then increase business performance.
Based on the above,this study develops the theoretical model of electronic business
investment,electronic business capability,customer relationship management capability
and business performance,investigates a private company in China and a foreign one to
comparatively study the relationships among the four variables by proposing the
propositions and hypothesis,explore their relationships using structure equation model,
regression analysis and bootstrap methods.Findings show:(1)electronic business
capability and its sub dimensions positively affect customer relationship management
capability and its sub dimensions.(2)customer relationship management capability
mediated the relationship between electronic business capability and business performance.
(3)customer relationship management capability mediated the relationship between
electronic business investment and business performance.(4)electronic business capability
and customer relationship management capability serially mediate the relationship between
electronic business investment and business performance.Finally,some instructive
suggestions for manufacturing companies are given.
KEY WORDS:Electronic Business Investment;Electronic Business Capability;
Customer Relationship Management Capability;Business Performance
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