随着我国改革开放的深入发展,国外先进的企业管理模式和供应链管理理念逐渐被

国内企业所接受。而对于MRO产品的采购管理,由于其具有品类多、单价低等特点,

如果仍釆用传统的原材料采购管理方式,将严重影响采购部门的工作效率。另外随着劳

动力和原材料成本的日益增加以及企业对生产连续性的日益重视,越来越多的企业开始

更加认真地审视MRO领域的综合成本支出。基于以上原因,越来越多的企业希望能与

专业的MRO供应商合作,而不是同时管理多家单一产品供应商。由此国内广阔的市场

需求给MRO供应商带来了巨大的发展机遇。另一方面,近些年电子商务势不可挡的推

动了很多传统产业的转型,向人们展示了其强大的生命力。而MRO产品品类多、综合

釆购成本高等特点,又非常适合在网上进行销售。因此,MRO和互联网电子商务两者

自然的进行了结合,催生了西域、固安捷等一批以电子商务模式进行MRO产品销售的

企业。这样的在线MRO交易平台,具有品牌价值高、覆盖范围广、价格透明、产品齐

全等优势,MRO产业的模式升级似乎已经是大势所趋。然而这些企业先进的管理模式

和清晰的商业模式下并没有形成事实上的高市场占有率,据统计,国内的MRO市场还

是以传统的各级经销商为主,占据市场七成以上份额。总体上说明,客户对在线MRO

交易平台的认可和釆纳不尽如人意。

因此,本文意在通过理论研究获取可能影响客户采纳在线MRO交易平台的主要因

素,并进行验证,用于帮助企业优化市场策略。首先本文深入研究了国内外MRO相关

理论和组织采纳方面的文献,基于创新扩散、TOE框架、组织行为同化等理论提出了假

设模型。随后通过设计结构化问卷,利用SPSS和AMOS软件对模型和统计数据进行实

证分析。经过研究发现:客户的IT能力、客户感知的商家综合技术实力、技术匹配、

针对MRO采购绩效的客户感知价值、针对MRO采购绩效的客户感知风险、客户MRO

采购管理成熟度、高层对MRO采购态度、制度环境、客户的市场竞争环境、行业整体

对MRO电商采纳、标杆企业对MRO电商采纳这些因素对客户采纳均有着明显的影响。

最后根据以上影响采纳意愿的因素,本文针对当前在线MRO交易平台的运营给予了一

定的优化建议。

关键词:MRO;组织釆纳;TOE框架;组织行为同化;结构方程模型

第II页
华东理工大学硕士学位论文

Abstract

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 over 70% 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