行业电子商务标准近年来极大地促进了企业间的B2B电子商务。本文研究了行业协会如何使用不同的推广策略影响这些标准的推广与收益。基于对使用RosettaNet标准的216家企业的问卷调查，我们利用结构方程建模的方法进行了实证分析。实证研究结果表明除了市场策略，其他的关系策略、政策策略、以及技术策略都显著地影响到行业电子商务标准的推广。另外，我们发现行业标准推广的深度增加了企业获得的运营收益和战略收益；而行业标准推广的广度尽管增加了企业的战略收益，却降低了其运营收益。

Industry E-business standards (IES) facilitate B2B E-business among organizations significantly in recent years. This paper examines how industry consortium could use different promotion strategies to influence the diffusion and benefits of IES. Based on a survey of 216 organizations that use RosettaNet standards, we conduct empirical analysis using structural equation modeling method. The empirical results show that relationship, policies, and technology strategies significantly affect IES diffusion except marketing strategy. Further, we find that the depth of IES diffusion increases both operation and strategic benefits that organization could obtain. On the other hand, the breadth of IES diffusion increases strategic benefits, but lowers operation benefits that organization could obtain.