基于供应链视角的大型零售企业关系营销研究

发布时间：2018-12-20 08:02

【摘要】：‘直以来,关系营销在零售业中的研究和应用吸引了众多营销学者的关注。尤其是在生产力和生产工艺日臻发展的当前零售市场,市场的主导地位已经偏向了消费者,因此如何通过尽可能的满足顾客的需求,形成顾客忠诚,成为了当前零售企业迫切需要解决的问题。大量的实证研究已经表明,零售企业实施关系营销有利于帮助零售企业提高顾客的忠诚度和保持企业的竞争力。但是关系营销的关系市场包含所有与企业营销活动产生关系的利益相关方(一般包括供应商、客户、中间商、竞争者、影响者、内部员工与部门等),这就容易造成企业在实施关系营销导向的营销策略时,不能突出企业关系的重点,分散了精力,降低了关系营销的效果。因此,企业在实施关系营销时,如果能够更好的分清关系的重点,侧重性的进行关系营销将会大大提高关系营销的效果。本文首先介绍了供应链视角下关系营销在大型零售企业中的应用背景和研究意义,回顾了关系营销的相关文献和理论,然后在供应链视角下研究了大型零售企业与上游的供应商关系市场和下游的顾客关系市场。其中,供应商关系市场的研究是通过对零供双方关系效果的影响因素进行分析,确定各影响因素的权重大小,然后结合供应链视角有侧重性的提出了针对各影响因素的改善策略。顾客关系市场的研究是通过对顾客忠诚度的影响因素进行分析,确定顾客忠诚度的各影响因素权重,进行针对性改革,并给出了供应链视角下提高顾客忠诚度的改善对策。文中对于与供应商关系效果的影响因素分析是通过建立包含合作、交流、共识、理解、利益和信度六个方面的指标体系,结合德尔菲法、专家打分法与层次分析法分析这六个方面的影响权重。文中对于大型零售企业顾客忠诚度的影响因素分析是通过构建顾客忠诚的驱动模型,将企业形象、转换成本变量、顾客期望、感知质量、感知价值视为自变量,将顾客忠诚视为因变量,构建顾客忠诚的指标体系。通过调查问卷收集数据,然后利用结构方程软件对顾客忠诚度的各自变量进行路径分析。
[Abstract]:Since then, the research and application of relationship marketing in retail industry has attracted the attention of many marketing scholars. Especially in the current retail market, where productivity and production technology are developing day by day, the dominant position of the market has been biased towards consumers, so how to form customer loyalty by meeting the needs of customers as much as possible, Has become the current retail enterprise urgent need to solve the problem. A large number of empirical studies have shown that the implementation of relationship marketing helps retail enterprises to improve customer loyalty and maintain their competitiveness. But the relationship market of relational marketing includes all stakeholders who have a relationship with the marketing activities of the enterprise (generally including suppliers, customers, middlemen, competitors, influencers, internal employees and departments, etc.), This will easily lead to the implementation of relationship marketing oriented marketing strategy, can not highlight the focus of enterprise relations, distraction, and reduce the effect of relationship marketing. Therefore, in the implementation of relationship marketing, if the enterprise can better distinguish the focus of the relationship, focusing on the relationship marketing will greatly improve the effect of relationship marketing. This paper first introduces the application background and research significance of relationship marketing in large retail enterprises from the perspective of supply chain, and reviews the relevant literature and theory of relationship marketing. Then, from the perspective of supply chain, the relationship between large retail enterprises and upstream suppliers and downstream customer relationship market is studied. Among them, the research of supplier relationship market is based on the analysis of the influence factors on the effect of zero-supply relationship, and the weight of each influencing factor is determined. Then combined with the supply chain perspective to focus on the improvement of the various factors. The research of customer relationship market is to analyze the influencing factors of customer loyalty, determine the weight of each factor of customer loyalty, carry out targeted reform, and put forward the improvement countermeasures of improving customer loyalty from the perspective of supply chain. The analysis of the factors influencing the effect of relationship with suppliers is based on the Delphi method, which includes six aspects: cooperation, communication, consensus, understanding, interest and reliability. Expert scoring method and analytic hierarchy process analysis of these six aspects of the weight. This paper analyzes the influencing factors of customer loyalty in large retail enterprises. By constructing the driving model of customer loyalty, the enterprise image, conversion cost variable, customer expectation, perceived quality and perceived value are regarded as independent variables. Customer loyalty is regarded as dependent variable and the index system of customer loyalty is constructed. The data were collected by questionnaire, and then the path analysis of customer loyalty was carried out by using structural equation software.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.32;F274

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