B2B

MBA

: 1390


: :B2B B2B

B2B

B2B

B2B B2B

B2B

B2B

o o o o

B2B

B2B

B2B

B2B

B2B

B2B
:
B2B :

B2B

B2B

B2B

:
7

B2B

B2B

B2B

B2B

B2B
:

B2B

B2B

:B2B

10

B2B

B2B

= :

11

B2B

B2B

B2B

12

B2B

(Allee,2000)

:
(GSR)

13

B2B

B2B

(Peppard,2006)


:

B2B

14

B2B

(Cameron,2008)

B2B

15

B2B

(Gronroos,2008)

16

B2B

B2B

2008 Gronroos

2006 Peppard

2008 Camron

2000 Allee

: B2B

-1

-1

-1 -2

-1

-2 -3

-2

-3 -4 -

-2 -3

-3 -4 B2B :

-5 -6

17

B2B

. 3

18

B2B

B2B

) ) (

( ) -

B2B

19

B2B

20

...

B2B

B2B

B2B

21

B2B

(Allee,2002)

B2B

22

B2B

(Allee,2002)
( )

Dead-end
B2B

)
:
23

B2B

(Peppard,2006)

(1
  

(2 (3

B2B :


24

B2B

(Peppard,2006)
:( )

(4
 

(5
 
B2B :
25

B2B

(Cameron,2008)

B2B

26

B2B

(Cameron,2008)

To-By-Using Model

B2B

27

B2B

(Albadavi,2011)

B2B :
28

B2B

(Albadavi,2011)

(BCVN)

)
B2B :
29

B2B

2011 Albadavi

2008 Cameron

2006 Peppard

2002 Allee

-1 -2 -3 -4 -5 NASA

-1 -2 -3 -4 -5

-1 -2 -3 -4 -5

-1 -2 -3 -4 -5

B2B

30

B2B

(M) (H)

(L)

B2B

31

B2B

B2B

32

:
B2B :

B2B

B2B

33

B2B

B2B B2B
B2B :

34

B2B

1382 ... :

B2B

35

B2B

...

B2B

36

B2B

FIP

B2B

37

B2B

:
( )

B2B

38

B2B

!!!!
B2B :

39

B2B

( )

B2B

40


1388 . .74-47 . . 1389 . . 1390 1388 . o o . 13 o o

B2B

41


o HOSSEINI, M. & ALBADVI, A. 2010. Customer Value Network Analysis: Improving Ways to Compute Customer Life-Time Value. International Journal of Electronic Commerce Studies, 1, 15-24. o LATUSEK, W. P. 2010. B2B relationship marketing analytical support with GBC modeling. Journal of Business & Industrial Marketing, 25, 209-219. o NGAI, E. W. T. & WAT, F. K. T. 2002. A literature review and classification of electronic commerce research. Information & Management, 39, 415-429. o ODEDRA-STRAUB, M. 2003. E-Commerce and Development: Whose development? The Electronic Journal of Information Systems in Developing Countries (EJISDC), 11, 1-5. o PEPPARD, J. 2006. From Value Chain to Value Network: Insights for Mobile Operators. European Management Journal, 24, 128-141.
B2B :
42


o ALBADVI, A. & HOSSEINI, M. 2011. Mapping B2B value exchange in marketing relationships: a systematic approach. Journal of Business & Industrial Marketing, 26, 503-513. o ALLEE, V. 2000. Reconfiguring the Value Network. Journal Of Business Strategy, 21. o ALLEE, V. 2002. ValueNet Work Approach for Modeling and Measuring Intangibles. o BASOLE, R. C. & ROUSE, W. B. 2008. Complexity of service value networks: Conceptualization and empirical investigation. IBM Systems Journal, 47, 53-70. o BIEMANS, W. G. & BRENCIC, M. M. 2007. Designing the marketingsales interface in B2B firms. European Journal of Marketing, 41, 257-273.

B2B

43


o CAMERON, B. G. 2007. Value Network Modeling. Master of Science, Massachusetts Institute of Technology. o CAMERON, B. G., CRAWLEY, E. F., LOUREIRO, G. & REBENTISCH, E. S. 2008. Value flow mapping: Using networks to inform stakeholder analysis. Acta Astronautica, 62, 324-333. o CHONG, W. K., SHAFAGHI, M., WOOLLASTON, C. & LUI, V. 2010. B2B e-marketplace: an e-marketing framework for B2B commerce. Marketing Intelligence & Planning, 28, 310-329. o EID, R., TRUEMAN, M. & AHMED, A. M. 2006. B2B international internet marketing: A benchmarking exercise. Benchmarking: An International Journal, 13, 200-213. o GEFEN, D. 2000. E-commerce: the role of familiarity and trust. The International Journal of Management Science Omega, 28, 725-737.
B2B :
44

B2B

45

B2B

B2B :
46

B2B

87.5 IT EC :IT

B2B :
47

B2B

ITC

B2B :
48

B2B

:
B2B :

49