汽配企业集群合作营销模式影响因素研究
发布时间：2018-12-13 04:28
【摘要】：汽车工业是典型的规模经济性工业。汽配企业作为汽车工业中重要的一环，想要在竞争中取得优势地位，必须走规模经济道路。未来市场的竞争，己不再局限于单个企业之间的竞争，，而是企业群与企业群、价值链与价值链之间的竞争。总体来看，我国汽配企业集群的理论研究还不够，关于汽配企业集群合作营销模式的文献也比较缺乏，对于我国汽配企业集群开展合作营销的方式有哪些、哪些因素影响合作营销模式等问题还缺乏深入的研究。因此，本文选取汽配企业集群为研究对象，探讨合作营销模式的影响因素，以期能在一定程度上为我国汽配企业集群的合作营销实践提供参考和借鉴。 本文首先对企业集群、合作营销、合作营销模式的相关概念和文献进行了梳理，将合作营销模式界定为四个维度：合作产品营销模式、合作渠道营销模式、合作促销营销模式和合作价格营销模式；其次本文在前人研究的基础上，提出了16个假设，构建了汽配企业集群合作营销模式影响因素的结构方程模型；接着设计了汽配企业集群合作营销模式的影响因素问卷，以浙江省汽配企业集群为调研对象，发放问卷200份，回收有效问卷128份；然后运用SPSS16.0和AMOS16.0对所得数据进行信度和效度分析、结构方程模型适配度检验和路径系数检验，实证研究不同合作营销模式的影响因素。 本文研究结论：汽配企业集群合作能力是影响合作产品营销模式、合作促销营销模式、合作价格营销模式的显著因素。汽配企业集群所处宏观环境压力、集群合作条件是影响合作产品营销模式、合作渠道营销模式、合作促销营销模式、合作价格营销模式的显著因素。汽配企业集群区域合作条件是影响合作产品营销模式、合作渠道营销模式、合作价格营销模式的显著因素。汽配企业集群合作能力是影响合作渠道模式的显著因素假设不成立。汽配企业集群区域合作条件是影响合作促销营销模式的显著因素假设不成立。最后在研究结论的基础上，提出汽配企业集群合作营销实践的建议。
[Abstract]:Automobile industry is a typical scale economy industry. As an important part of automobile industry, auto parts enterprises must take the road of scale economy if they want to gain advantage in competition. The competition in the future market is no longer confined to the competition among individual enterprises, but the competition between the enterprise group and the enterprise group, and between the value chain and the value chain. In general, the theoretical research of automobile parts enterprise cluster in our country is not enough, the literature on cooperative marketing mode of automobile parts enterprise cluster is also relatively lacking, and what are the ways to carry out cooperative marketing for automobile parts enterprise cluster in our country? Which factors affect the cooperative marketing model and other issues are still lack of in-depth research. Therefore, this article selects the automobile match enterprise cluster as the research object, discusses the influence factor of the cooperative marketing mode, in order to provide the reference and the reference for the cooperation marketing practice of the automobile match enterprise cluster in our country to a certain extent. This paper firstly combs the related concepts and literatures of enterprise cluster, cooperative marketing mode, and defines the cooperative marketing model as four dimensions: cooperative product marketing model, cooperative channel marketing mode, and so on. Cooperative promotion marketing model and cooperative price marketing model; Secondly, on the basis of previous studies, this paper puts forward 16 hypotheses, and constructs the structural equation model of influencing factors of cooperative marketing mode of automobile matching enterprises. Secondly, the paper designs the influencing factors questionnaire of cooperative marketing mode of automobile matching enterprise cluster. Taking Zhejiang auto parts enterprise cluster as the research object, 200 questionnaires are issued and 128 valid questionnaires are collected. Then we use SPSS16.0 and AMOS16.0 to analyze the reliability and validity of the data, test the suitability of structural equation model and test the path coefficient, and empirically study the influencing factors of different cooperative marketing models. The conclusion of this paper is that the cooperative ability of automobile matching enterprises is a significant factor affecting the cooperative product marketing mode, cooperative promotion marketing model and cooperative price marketing model. The macro environmental pressure of automobile matching enterprises cluster cooperation conditions are the significant factors that affect the cooperative product marketing mode cooperative channel marketing mode cooperative promotion marketing mode and cooperative price marketing model. The regional cooperation conditions of automobile parts enterprises cluster are the significant factors influencing the cooperative product marketing mode, cooperative channel marketing model and cooperative price marketing model. The hypothesis that the cooperative ability of automobile matching enterprises is a significant factor affecting the cooperation channel mode is not valid. The assumption that the regional cooperation condition of automobile parts enterprises cluster is a significant factor influencing cooperative promotion marketing mode is not valid. Finally, on the basis of the research conclusion, the paper puts forward the suggestion of cooperative marketing practice of automobile parts enterprise cluster.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
[Abstract]:Automobile industry is a typical scale economy industry. As an important part of automobile industry, auto parts enterprises must take the road of scale economy if they want to gain advantage in competition. The competition in the future market is no longer confined to the competition among individual enterprises, but the competition between the enterprise group and the enterprise group, and between the value chain and the value chain. In general, the theoretical research of automobile parts enterprise cluster in our country is not enough, the literature on cooperative marketing mode of automobile parts enterprise cluster is also relatively lacking, and what are the ways to carry out cooperative marketing for automobile parts enterprise cluster in our country? Which factors affect the cooperative marketing model and other issues are still lack of in-depth research. Therefore, this article selects the automobile match enterprise cluster as the research object, discusses the influence factor of the cooperative marketing mode, in order to provide the reference and the reference for the cooperation marketing practice of the automobile match enterprise cluster in our country to a certain extent. This paper firstly combs the related concepts and literatures of enterprise cluster, cooperative marketing mode, and defines the cooperative marketing model as four dimensions: cooperative product marketing model, cooperative channel marketing mode, and so on. Cooperative promotion marketing model and cooperative price marketing model; Secondly, on the basis of previous studies, this paper puts forward 16 hypotheses, and constructs the structural equation model of influencing factors of cooperative marketing mode of automobile matching enterprises. Secondly, the paper designs the influencing factors questionnaire of cooperative marketing mode of automobile matching enterprise cluster. Taking Zhejiang auto parts enterprise cluster as the research object, 200 questionnaires are issued and 128 valid questionnaires are collected. Then we use SPSS16.0 and AMOS16.0 to analyze the reliability and validity of the data, test the suitability of structural equation model and test the path coefficient, and empirically study the influencing factors of different cooperative marketing models. The conclusion of this paper is that the cooperative ability of automobile matching enterprises is a significant factor affecting the cooperative product marketing mode, cooperative promotion marketing model and cooperative price marketing model. The macro environmental pressure of automobile matching enterprises cluster cooperation conditions are the significant factors that affect the cooperative product marketing mode cooperative channel marketing mode cooperative promotion marketing mode and cooperative price marketing model. The regional cooperation conditions of automobile parts enterprises cluster are the significant factors influencing the cooperative product marketing mode, cooperative channel marketing model and cooperative price marketing model. The hypothesis that the cooperative ability of automobile matching enterprises is a significant factor affecting the cooperation channel mode is not valid. The assumption that the regional cooperation condition of automobile parts enterprises cluster is a significant factor influencing cooperative promotion marketing mode is not valid. Finally, on the basis of the research conclusion, the paper puts forward the suggestion of cooperative marketing practice of automobile parts enterprise cluster.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
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