摘 要 伴随着中国网络营销市场的迅速崛起，艺术品企业的商业模式也不断创新， 线上线下服务加速融合，用户的购买行为发生了革命性颠覆。 然而，热闹的背后也出现了艺术品电商同质化的现象。大部分艺术品网购用 户尚处于潜在网购阶段，重复购买行为还未形成；发生过初次购买行为的用户则 购买频率低、单笔消费金额低。艺术品企业在展开网络营销时，急需通过营销策 略实现供方和需方的信息共享，不断开拓新用户，维护老用户，提升用户的购买 率和留存率，终而提高企业绩效。 鉴于此，本文以网络营销为分析切入口，运用购买行为与企业绩效相关理论， 分析了艺术品的网络营销策略，将浙江省部分艺术品企业在网络营销中遇到的实 践难题纳入到理论研究中，构建了网络营销策略通过购买行为的中介效应作用于 企业绩效的理论模型。本文通过深入调研国内3家从事艺术品网络营销的代表性 核心企业，通过对艺术理论学者及企业管理人士访谈，以及对319名受访者的调 查问卷进行分析，运用SPSS和Mplus等统计工具对初始模型进行验证，得到三点 结论：第一，不同维度的网络营销策略对购买行为的影响程度不一：定价策略和 产品策略对冲动购买行为有显著的正向影响，但是渠道策略对冲动购买行为的影 响不显著；渠道策略和产品策略对重复购买行为有显著的正向影响，但是定价策 略对重复购买行为的影响不显著。第二，用户购买行为对企业绩效有显著的正向 影响。第三，不同维度的网络营销策略对企业绩效均有显著的直接正向影响。 这一研究结论，一方面为理论界破解企业绩效提升的难题提供新的思绪，初 步构建“网络营销策略——购买行为——企业绩效”系统研究框架的雏形，对于 丰富和充实网络营销策略、购买行为、企业绩效等研究具有重要意义；另一方面， 对艺术品企业运用网络营销策略促进用户发生购买行为、提高企业绩效具有较强 的实践作用，为政府部门制定促进网络营销整体升级和企业可持续发展的政策提 供借鉴。浙江工业大学硕士学位论文 艺术品网络营销策略、购买行为和企业绩效关系研究 II 关键词：艺术品，网络营销，购买行为，企业绩效 论文类型：应用基础研究浙江工业大学硕士学位论文 艺术品网络营销策略、购买行为和企业绩效关系研究 III RESEARCH ON THE RELATIONSHIP BETWEEN ART NETWORK MARKETING STRATEGY, PURCHASE BEHAVIOR AND ENTERPRISE PERFORMANCE ABSTRACT Along with the rapid rise of China's online marketing market, the business model of art enterprises is constantly innovating, online and offline services accelerate integration, and users'purchasing behavior has undergone revolutionary subversion. However, there is also a phenomenon of homogenization of art business. Most users of online art purchases are still in the potential stage of online shopping, and the repeated purchases have not yet taken shape. Users who have made initial purchases have low purchase frequency and low single consumption amount. Art enterprises urgently need to share information between suppliers and demanders through marketing strategies, constantly exploit new users and maintain old users, in order to improve the purchase and retention rates of users, and ultimately improve the performance of enterprises. In view of this, this paper takes the network marketing as the analysis entry point, uses the purchase behavior and the enterprise performance theory, has analyzed the network marketing strategy of the artwork. Introduce the practical development problems encountered by some art enterprises in Zhejiang Province in network marketing into the theoretical research. A network marketing strategy is constructed through the mediating effect of purchasing behavior on the conceptual model of enterprise performance. Through in-depth research 3 typical representative core enterprises of domestic furniture network marketing. Interviews with art theorists and business executives. By analyzing the questionnaire of 319 respondents and using statistical tools such as SPSS and Mplus to validate the initial model, three conclusions are drawn: Firstly, different dimensions of online marketing strategies have different effects on purchasing behavior: pricing strategies and product strategies浙江工业大学硕士学位论文 艺术品网络营销策略、购买行为和企业绩效关系研究 IV have significant positive effects on impulse buying behavior, but channel strategies have no significant impact on impulse buying behavior; channel strategies and product strategies have significant positive effects on repeated purchasing behavior, but they have significant positive effects on repeated purchasing behavior. The effect of pricing strategy on repeat purchase behavior is not significant. Second, user purchase behavior has a significant positive impact on enterprise performance. Thirdly, different dimensions of network marketing strategy have a significant positive direct impact on enterprise performance. This conclusion, on the one hand, provides new ideas for the theoretical circles to solve the problem of enterprise performance improvement, and preliminarily constructs the rudiment of the systematic research framework of online marketing strategy - Purchasing Behavior - enterprise performance, which is of great significance to enrich and enrich the research of network marketing strategy, purchasing behavior, enterprise performance, etc. On the other hand, it has a strong practical role for art enterprises to use network marketing strategy to promote purchasing behavior of users and improve enterprise performance. It can provide reference for government departments to formulate policies to promote the overall upgrading of network marketing and sustainable development of enterprises, and for the orderly operation of market economy and the health of national economy. KEY WORDS：Artwork; Network Marketing; Purchase Behavior; Enterprise Performance TYPE OF DISSERTATION / THESIS: Application Fundamentals浙江工业大学硕士学位论文 艺术品网络营销策略、购买行为和企业绩效关系研究 V 目 录 1 绪论........................................................................................................................ 10 1.1 研究背景 .......................................................................................................... 10 1.1.1 实践背景.................................................................................................. 10 1.1.2 理论背景.................................................................................................. 12 1.1.3 问题提出.................................................................................................. 14 1.2 研究意义及对象 ............................................................................................... 14 1.2.1 研究意义.................................................................................................. 14 1.2.3 研究对象.................................................................................................. 15 1.3 基本概念 ........................................................................................................... 16 1.3.1 艺术品...................................................................................................... 16 1.3.2 网络营销.................................................................................................. 16 1.3.3 购买行为.................................................................................................. 17 1.3.4 企业绩效.................................................................................................. 17 1.4 研究方法与技术路线 ....................................................................................... 17 1.4.1 研究方法.................................................................................................. 17 1.4.2 技术路线.................................................................................................. 18 1.5 研究思路与结构安排 ....................................................................................... 18 1.6 论文创新处 ....................................................................................................... 19 1.7 本章小结 ........................................................................................................... 19 2 文献综述 .............................................................................................................. 20 2.1 网络营销策略理论综述 .....................................................