关系驱动和促销驱动营销策略对经销商订货行为及厂商绩效的影响研究

发布时间：2018-04-23 00:31

本文选题：关系营销 + 价格促销　；参考：《西南交通大学》2017年博士论文

【摘要】：近年来,随着国内市场经济不断完善,竞争更加激烈,促销策略和关系营销作为两种重要的驱动因素,在B2B营销实践中的应用越来越广泛。为了更好的理解中国文化下两种营销驱动策略在经销商订货行为决策中的重要作用,本文在社会交换理论的框架下,将代表“关系性”交换和“经济性”交换的两种营销驱动策略——关系策略和促销策略,同时引入研究,构建基于双驱动策略影响的经销商订货行为和厂商销售绩效模型,运用展望理论等行为决策理论和类达尔文“选择”理论的解释性范式进行分析,探寻双驱动营销策略下经销商订货行为反应以及对厂商长期绩效的驱动效果。本研究将以自己熟知和深耕的中国建材行业为背景,以不同地区经销商的真实订货数据资料为基础,在前人对价格促销策略、关系营销关系状态以及行为决策等研究的基础上,展开对以上问题的探究。研究结论表明:相对于威胁型促销,经销商更愿意在奖励型促销下决定订货并增加订货批量;而威胁型促销则会驱动经销商增加订货批次;该结论暗示了,在奖励型促销驱动下,经销商倾向于大批量少批次的集中进货方式;而在威胁型促销驱动下,经销商倾向于小批量多批次的频繁进货方式。作为B2B营销中一种特殊的策略——返利,对经销商的各种订货行为都有积极影响。促销强度和返利任务量是否完成在促销策略对经销商订货行为的影响中都有显著的调节效应。关系营销策略(关系状态)对经销商的订货意愿、订货频率和订货批量都有显著的积极影响。与厂商越趋向于生人型关系的经销商对价格促销策略越敏感,显示了关系策略和促销策略在经销商订货行为影响中的交互作用。双驱动营销策略对厂商长期销售绩效都有积极影响,不过,返利策略的影响要好于促销策略,关系策略的影响好于价格策略。本研究结论,不但全面揭示了双驱动营销策略在经销商的订货意愿、订货频率和订货批量等订货行为上影响的本质,进一步揭示出经销商在营销策略驱动下形成的两种迥异的订货模式,还研究了双驱动营销策略的交互影响,以及他们对厂商长期销售绩效的积极作用,并比较了关系策略和促销策略对厂商长期销售绩效影响的差异。研究结论消除了学术界对促销策略影响厂商绩效和中国市场上关系营销的作用等问题的疑问,不仅对营销管理者们在中国市场上扩大销售和实施经销商管理具有重要的参考价值和启示建议,而且也丰富了中国文化情景下的B2B价格促销和关系营销之间的关联研究,具有一定的理论价值。
[Abstract]:In recent years, with the continuous improvement of the domestic market economy, the competition becomes more and more intense. As two important driving factors, promotion strategy and relationship marketing are more and more widely used in B2B marketing practice. In order to better understand the important role of two kinds of market-oriented strategies in the decision-making of reseller ordering behavior in Chinese culture, this paper is based on the theory of social exchange. The relationship strategy and the promotion strategy, which represent "relational" exchange and "economic" exchange, are introduced to construct the model of dealer's ordering behavior and firm's sales performance based on the influence of dual-drive strategy. By using the behavioral decision theory such as prospect theory and the explanatory paradigm of Darwinian "choice" theory, this paper explores the reaction of dealer's ordering behavior and the driving effect on the firm's long-term performance under the dual-drive marketing strategy. This study will take the Chinese building materials industry, which is well known and deeply cultivated, as the background, based on the real order data of dealers in different regions, and on the basis of previous researches on price promotion strategy, relationship marketing relationship state and behavior decision, etc. To carry out the exploration of the above problems. The results show that dealers are more willing to decide to order and increase order volume than threat promotion, while threat promotion drives dealers to increase order batches. Under the incentive promotion drive, the dealers tend to the centralized purchase mode of large quantity and few batches, while under the threat type promotion drive, the dealers tend to the small batch multiple batch frequent purchase way. As a special strategy in B2B marketing, rebate has a positive effect on all kinds of ordering behavior of dealers. Whether the sales promotion intensity and the amount of rebate task are completed has significant adjustment effect in the influence of the promotion strategy on the dealer's order behavior. Relationship marketing strategy (relationship state) has a significant positive effect on dealer's order intention, ordering frequency and order batch. The more likely the relationship with the manufacturer is, the more sensitive the dealer is to the price promotion strategy, which shows the interaction between the relationship strategy and the promotion strategy in the influence of the dealer's ordering behavior. Double-drive marketing strategy has a positive impact on long-term sales performance, but the impact of rebate strategy is better than that of promotion strategy, and the impact of relationship strategy is better than that of price strategy. The conclusion of this study not only fully reveals the nature of the influence of dual-drive marketing strategy on the ordering behavior of dealers, such as ordering intention, ordering frequency and ordering batch, etc. Furthermore, it reveals two different ordering modes formed by dealers under the driving of marketing strategy, and also studies the interaction of double-drive marketing strategies and their positive effects on the long-term sales performance of manufacturers. The influence of relationship strategy and promotion strategy on long-term sales performance is compared. The conclusion of the study eliminates the doubt that the promotion strategy affects firm performance and the role of relationship marketing in the Chinese market. It not only has important reference value and enlightening suggestions for marketing managers to expand sales and implement dealer management in Chinese market, but also enriches the research on the relationship between B2B price promotion and relationship marketing in Chinese cultural context. It has certain theoretical value.
【学位授予单位】：西南交通大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F274

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