战略变革背景下认知与行为对电信运营企业营销模式的影响

发布时间：2018-08-27 09:17

【摘要】：企业战略变革一直是战略管理领域的重要研究内容。战略变革是指组织和环境的匹配模式随着时间变化在形式、性质与状态上的改变[1]。在管理实践中，但凡变革，必然带来一系列的连锁变化，如员工原有行为模式的改变，员工权利、地位的改变，甚至对企业原有的利益格局和企业的价值观造成一定的冲击。因而，企业的战略变革的实施容易遭受阻碍。理论上，阻碍企业战略变革实施的动因有很多，如组织惯例、组织刚性等；然而随着管理认知和组织行为研究的兴起，越来越多的学者开始从微观层面关注个体因素对企业战略变革的影响。本文基于中国电信集团重庆公司2010年3月开始实施的市场竞争战略变革——“营维体制改革”（又称“营维融合”），结合战略管理、市场营销、管理心理学、组织行为学的基础理论，提出本文拟解决的关键问题：在战略变革背景下，员工认知与行为是如何影响电信运营企业的营销模式的？针对这一问题，本文又将其分解为三个子问题：（1）变革背景下，认知、行为、营销模式的内涵与关键要素是什么？（2）认知与行为为何，以及如何相互作用，并影响营销模式的？（3）“认知”“行为”“营销模式”基于员工不同特征属性是否存在差异、基于上述三个变量可将员工划分为哪些类型，以及各种类型的员工适合的营销模式是什么？在研究方式上，本文采用质性研究与定量研究相结合的方式，对企业基层、中层以及高层员工进行深度访谈（个人访谈75人次，小组访谈34组次），采用扎根理论研究方法对收集的访谈资料进行质性分析，分离出认知、行为以及营销模式的内涵和各自包含的关键要素，完成了子问题（1）的研究。研究结果表明：①战略变革背景下的员工认知是指员工对变革意义、内涵、功效、前景等整体情况的理解、感受、解读和评价。它包含“理解与感知、角色负荷、利益受损”三个关键因素；②行为，即在特定变革背景下的团队互动行为，包含“知识分享”、“交流沟通”、“互动信任”三个关键因素；③营销模式，主要指与变革后的战略目标相匹配的新型营销模式（在普适意义上，没有固定、成熟并已达成共识的理论模式），结合本文研究的实际案例，营销模式特指“1+1”融合营销模式①、“三定”融合营销模式”②。结合子问题（1）的研究结论，设计了七个研究潜变量“理解与感知、角色负荷增强、利益受损、交流沟通、知识分享、互动信任、营销模式”（其中，“营销模式”包含“员工对营销模式的选择倾向”的含义）之间的关系，，并进行了量表调查。研究共回收451份有效问卷。运用SPSS16.0对量表数据进行描述性统计、鉴别度检验、探索性因子分析、一阶验证性因子分析、二阶验证性因子份子、信度检验，以保证量表问题的判别度、收敛效度、结构效度以及信度。结合潜变量间的假设关系，构建认知、行为和营销模式的结构方程模型，运用AMOS7.0进行运算，并对方程整体拟合度、结构方程路径系数、测量方程路径系数进行检验。从而完成了子问题（2）的研究。研究结果表明：①“理解与感知”对“营销模式”具有显著正向影响；②“互动信任”对“营销模式”具有显著正向影响；③“角色负荷”对“理解与感知”具有显著负向影响；④“利益受损”对“理解与感知”具有显著负向影响；⑤“理解与感知”对“交流沟通”具有显著正向影响；⑥“交流沟通”对“互动信任”具有显著正向影响；⑦“交流沟通”对“知识分享”具有显著正向影响；⑧“知识分享”对“互动信任”具有显著正向影响。为了进一步研究各研究变量在被调查者不同分组特征上的差异，本文采用独立样本t检验来研究各变量是否会因为被调查者的不同性别、不同职业角色、不同工作地域、不同人事编制而存在差异。研究结果表明：①战略变革认知、员工行为、营销模式选择在不同性别员工中没有显著差异；②战略变革认知、员工行为、营销模式选择在不同职业角色上（营销、维护）存在显著差异；③战略变革认知、营销模式选择在不同地域（农村、城市）的员工中存在显著差异；员工行为在不同地域的员工中没有显著差异；④战略变革认知在不同人事编制（A\B类、C类）的员工中存在显著差异；员工行为、营销模式选择在不同人事编制的员工中没有显著差异。此外，结合员工的认知特征、行为特征以及营销模式选择的特征，本文采用K-means聚类分析方法对员工进行聚类分析，划分出不同特征的员工种类。研究结果表明：①根据“营销模式”的因子得分进行聚类，将员工划分为“角色依赖型、地域依赖型、业务依赖型”三种；②根据“理解与感知—互动信任”的因子得分组合进行聚类，将员工划分为“高感知高信任型、高感知低信任型、低感知高信任型、低感知低信任型”四种；③根据“角色负荷—利益受损”因子得分组合进行聚类，将员工分为“利益敏感型、负荷敏感型、勤勉无私型”三种；④根据“知识分享—交流沟通”因子得分组合进行聚类，将员工划分为“内向慷慨型、外向吝啬型、内向吝啬型”三种。其中，适合“1+1”融合营销模式的员工类型包括：高感知低信任型、利益敏感型、勤勉无私型、内向慷慨型、外向吝啬型；适合“三定”融合营销模式的员工类型是：高感知高信任型、地感知高信任型、负荷敏感型、勤勉无私型。此外，本文还针对每一种类型的员工，提出了促进其适应变革，优化其营销模式选择的对策。文章补充并完善了电信运营企业在公众客户市场营销和服务创新模式方面的研究，为学者对电信运营企业营销管理、服务创新等方面的研究进行了铺垫；结合电信运营企业战略变革案例，解决了“战略变革背景下的员工认知与行为是如何影响电信运营企业的营销模式的”这一关键问题。本文研究结论将对电信运营企业在公众客户市场的营销模式提供实际的参考和借鉴。
[Abstract]:Strategic change has always been an important research content in the field of strategic management.Strategic change refers to the change in form, nature and status of the matching mode of organization and environment with time.In management practice, however, any change will inevitably bring about a series of chain changes, such as the change of employees'original behavior patterns, employees' rights and status. In theory, there are many impediments to the implementation of enterprise strategic change, such as organizational conventions, organizational rigidity, etc. However, with the rise of management cognition and organizational behavior research, more and more enterprises are facing the challenge. More scholars begin to pay attention to the influence of individual factors on enterprise strategic change from the micro level.
Based on the market competition strategy reform of China Telecom Group Chongqing Company, which began in March 2010 - "the reform of operation and maintenance system" (also known as "integration of operation and maintenance"), combined with the basic theories of strategic management, marketing, management psychology and organizational behavior, this paper puts forward the key problems to be solved in this paper: under the background of strategic change, employees How does cognition and behavior affect the marketing model of telecom operators? To solve this problem, this paper divides it into three sub-problems:
(1) what are the connotations and key elements of cognition, behavior and marketing mode under the background of change?
(2) what is cognition and behavior, and how it interacts with and affects marketing patterns?
(3) What types of employees can be classified based on the above three variables, and what types of marketing models are suitable for different types of employees?
In terms of research methods, this paper adopts a combination of qualitative research and quantitative research to conduct in-depth interviews (75 individual interviews, 34 group interviews) with grass-roots, middle-level and high-level employees of enterprises, and uses the method of grounded theory to analyze the collected interview data qualitatively, separating cognition, behavior and marketing model. The results show that: (1) Employee cognition in the context of strategic change refers to the comprehension, perception, interpretation and evaluation of the meaning, connotation, efficacy and prospects of change. (2) Behavior, that is, team interaction in the context of a specific change, includes three key factors: knowledge sharing, communication and trust; and (3) marketing model, which mainly refers to the new marketing model matching the strategic objectives after the change (in a universal sense, there is no fixed, mature and consensus-reached theoretical model). Combining with the actual case of this study, the marketing model refers to the "1+1" integrated marketing model, and the "three fixed" integrated marketing model.
Combining with the conclusion of sub-question (1), seven latent variables were designed to study the relationship between "understanding and perception, role load enhancement, profit impairment, communication, knowledge sharing, interactive trust, marketing model" (in which "marketing model" includes the meaning of "employee's tendency to choose marketing model"), and a questionnaire survey was conducted. A total of 451 valid questionnaires were collected. SPSS16.0 was used to analyze the data of the scale, including descriptive statistics, discriminant test, exploratory factor analysis, first-order confirmatory factor analysis, second-order confirmatory factor analysis, and reliability test. The structural equation model of cognition, behavior and marketing model is built, and AMOS 7.0 is used to calculate the whole fitness of the equation, the path coefficient of structural equation and the path coefficient of measurement equation. (2) Interactive trust has a significant positive impact on "marketing model"; (3) Role load has a significant negative impact on "understanding and perception"; (4) Interest impairment has a significant negative impact on "understanding and perception"; (5) Understanding and perception have a significant positive impact on "communication"; Communication has a significant positive effect on "interactive trust"; Communication has a significant positive effect on "knowledge sharing"; Knowledge sharing has a significant positive effect on "interactive trust".
In order to further study the differences among the variables in the characteristics of different groups of respondents, the independent sample t test was used to study whether the variables were different because of the different gender, different occupational roles, different working areas and different staffing. There is no significant difference in the choice of marketing mode among different gender employees; there is significant difference in strategic change cognition, employee behavior and marketing mode choice in different occupational roles (marketing, maintenance); there is significant difference in strategic change cognition, marketing mode choice among employees in different regions (rural, urban); and there is significant difference in employee behavior in different occupational roles (marketing, maintenance). There were no significant differences among employees in different regions; 4) There were significant differences in strategic change perception among employees in different personnel establishment (AB, C); and there were no significant differences in employee behavior and marketing model selection among employees with different personnel establishment.
In addition, combined with employees'cognitive characteristics, behavior characteristics and marketing model selection characteristics, this paper uses K-means clustering analysis method to classify employees with different characteristics. According to the factor score combination of "understanding and perception-interactive trust", the employees are divided into four types: high perception-high trust, high perception-low trust, low perception-high trust, low perception-low trust; and low perception-low trust. Clustering, the staff is divided into "interest-sensitive, load-sensitive, diligent and selfless" three types; (4) According to the "knowledge sharing-communication" factor score combination, the staff is divided into "inward generosity, outward miserliness, inward miserliness" three types. Among them, suitable for the "1+1" integrated marketing model of staff type package These include: high perception, low trust, interest-sensitive, diligent, selfless, introverted generous, extroverted miserly; suitable for the "three definite" integration of marketing staff types are: high perception, high trust, to perceive high trust, load-sensitive, diligent and selfless. In addition, for each type of staff, this paper also proposed to promote their adaptation. Reform and optimize its marketing mode choice.
This paper complements and perfects the research on the marketing and service innovation mode of public customers of telecom operation enterprises, paves the way for scholars to study the marketing management and service innovation of telecom operation enterprises, and solves the staff's cognition and behavior under the background of "strategic change" by combining with the case of strategic change of telecom operation enterprises. The conclusion of this paper will provide practical reference for telecom operators in the public customer market.
【学位授予单位】：重庆邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

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