基于结构方程的煤炭营销影响因素的实证研究

煤炭营销管理是煤炭市场经济发展的必然趋势,在煤炭企业生存和发展过程中的作用和地位日益凸显,是煤炭企业做大、做强的必经阶段和有力手段,因此,煤炭的营销绩效管理是煤炭营销管理中的一个重要课题。本文对煤炭企业营销绩效中存在的问题进行重点分析,提出了"四度"对煤炭企业营销绩效的影响,即产销密切度、品质依赖度、市场影响度和合作满意度,并运用结构方程建模对研究假设进行验证。研究中发现,煤炭营销中的产销密切度、品质依赖度、市场影响度和合作满意度之间具有相互作用的特性。在煤炭营销中,较高的市场影响度必须通过较高合作满意度来实现,而合作满意度又需要通过较高的产销密切度和品质依赖度来实现。因此,合作满意度是煤炭营销中关键的绩效评价指标。本文同时阐释了"四度"可以作为煤炭企业营销绩效指数体系构建的基础。

Analysis of the Factors Affecting Coal Marketing based on Structural Equation Model

Coal marketing management is the inevitable trend to develop marketing economy, and plays an increasingly pro-minent role with vital status for enterprises to survive and develop. Coal marketing management is a useful tool and a vital step to strengthen and expand the business for coal enterprises by monitoring overall performance and management process. As a result, coal marketing performance management turns into an important topic in coal enterprise management. ＂Four Degrees＂, as a new theory, is proposed, based on focusing existing issues from coal marketing performance in the enterprises. ＂Four Degrees＂ elaborates how four various factors-sales closeness, quality dependence, market influence and co-operation satisfaction deg-ree, affect marketing performance. Also, the theory has been validated with using structural equation assumptions model. In addition, the result shows that there is a high correlation among these factors in coal market. For instance, a relatively greater market influence has to be achieved with a high degree of co-operation satisfaction, while a high level of co-operation satisfaction is only achieved by a high level of sales closeness and quality dependence. Thus, it can be concluded that co-operation satisfa-ction is the key performance indicator in coal marketing evaluation, and ＂Four Degrees＂ can be used as basic indices in mar-keting performance in coal enterprises.