垄断经营行为感知的概念及量表开发研究

发布时间：2018-05-12 00:39

本文选题：垄断经营行为 + 测量　；参考：《长沙理工大学》2013年硕士论文

【摘要】：企业的经营行为主要含义是指以企业为载体，，或者以企业为经济组织的物质资料经营，是企业经营者为了获得最大的物质利益而运用经济权力用最少的物质消耗创造出尽可能多的能够满足人们各种需要的产品的经济活动。企业制定正确的经营行为，在给企业带来丰厚的经济回报之时，也充分的考虑了消费者的利益，保证了消费者的利益，从而不仅能够吸引更多消费者，也能对消费者的后续购买行为造成积极的影响，可以使企业和消费者之间形成良性、持久合作循环；企业开拓新的消费市场人群所需成本要远大于维持既有的客户关系，因此企业明智的经营行为不仅维系了现有老顾客市场，还在一定程度树立了良好的口碑，为开拓新的市场奠定了坚实的基础。垄断经营行为不仅损害同行业竞争者的利益，破坏市场竞争的次序，还严重影响了消费者的正当权益。但是如何定义垄断经营行为，如何用数据定量的方法来测量垄断经营行为是本文主要的研究方向。本文以中华人民共和国反垄断法为依据，以实际调研获取数据的方式对垄断经营行为进行探测性研究，主要研究内容及成果如下： 1、详细的介绍了垄断及垄断经营行为的相关概念，分析了垄断经营行为的主要类型，以及垄断经营行为的危害。 2、以调研的方式对垄断经营行为感知量表进行了设计，并对量表的合理性进行了数据分析。最后对调查数据进行详细的分析。 3、根据调查问卷预测的数据结果，对调查问卷进行了项目纯化和因子命名，并进行了垄断经营行为感知量表的第二次测试，根据测试的结果对垄断经营行为感知量表进行了信度及效度分析。 4、依据两次调查情况，并结合我国社会实际情况，确定了最终的调查问卷题项，完成了垄断经营行为感知量表的开发。研究结果表明开发的量表具有良好的信度和效度。量表包含不合理与歧视交易、滥用价格支配地位、不合理转售商品、价格同盟、拒绝交易5个维度。通过垄断经营行为感知量表的开发，以此对企业营销行为提出有针对性的建议。
[Abstract]:The main meaning of the business behavior of an enterprise refers to the operation of material materials with the enterprise as its carrier or with the enterprise as its economic organization, In order to obtain the greatest material benefits, the business operators use economic power to create as many economic activities as possible to meet the needs of people with the least material consumption. When the enterprise formulates the correct management behavior, it also fully considers the interests of the consumers and guarantees the interests of the consumers when it brings the enterprise rich economic returns, thus not only can it attract more consumers, It can also have a positive impact on the subsequent purchase behavior of consumers, and can form a virtuous and lasting cycle of cooperation between enterprises and consumers. The cost of enterprises to open up new consumer markets is far greater than the cost of maintaining existing customer relationships. Therefore, the wise management behavior not only maintains the existing old customer market, but also establishes a good reputation to a certain extent, and lays a solid foundation for the development of new market. Monopoly behavior not only damages the interests of competitors in the same industry, destroys the order of market competition, but also seriously affects the legitimate rights and interests of consumers. However, how to define monopoly management behavior and how to measure monopoly management behavior by quantitative data are the main research directions of this paper. Based on the anti-monopoly law of the people's Republic of China, this paper makes a exploratory study on monopoly behavior by means of actual investigation and acquisition of data. The main research contents and results are as follows: 1. The related concepts of monopoly and monopoly management are introduced in detail, the main types of monopoly and the harm of monopoly are analyzed. 2. The paper designs the perception scale of monopolistic business behavior by investigation, and analyzes the rationality of the scale. Finally, the survey data are analyzed in detail. 3According to the data predicted by the questionnaire, the questionnaire was purified and named, and the second test of the Monopoly behavior perception scale was carried out. According to the results of the test, the reliability and validity of the monopolistic behavior perception scale were analyzed. 4According to the situation of two investigations and the actual situation of our country, the final questionnaire items are determined, and the development of the perception scale of monopoly management behavior is completed. The results show that the developed scale has good reliability and validity. The scale includes five dimensions: unreasonable and discriminatory transaction, abuse of price dominance, unreasonable resale of goods, price alliance and refusal to trade. Through the development of monopoly management behavior perception scale, this paper puts forward targeted suggestions to enterprise marketing behavior.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3

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