工业品营销环境下转换壁垒对顾客保留的影响研究

发布时间：2018-05-12 05:26

本文选题：工业品市场 + 转换壁垒　；参考：《华东理工大学》2015年硕士论文

【摘要】：随着我国工业市场的快速发展,工业品营销逐渐得到了业界广泛的重视,尤其当市场进入成熟期后,企业发展速度缓慢,市场需求达到饱和,企业间竞争日趋激烈,企业获取到的新客户营销成本不断上升,为了维持市场占有率,很多企业将营销重心从获取新顾客户转换到维持现有客户的战略上来,因此针对工业品营销环境下,顾客保留的研究已经成为学术界讨论的热点话题。国内外很多学者基于电子商务领域和快速消费品零售业营销环境下的顾客保留影响的研究做了大量的实证分析,其中转换壁垒与顾客满意,顾客忠诚之间的影响研究比较广泛,然而工业品营销环境下转换壁垒与顾客保留的影响研究尚不完善。本文首先指出研究目的与意义,并且在以往国内外转换壁垒与顾客保留的相关文献研究基础上进行了回顾总结,详细的分析了转换壁垒的界定和工业品营销环境下转换壁垒的维度,笔者将转换壁垒作为自变量,顾客保留作为因变量,同时引入顾客价值中介变量阐述转换壁垒与顾客价值和顾客保留三者之间的影响关系,并且据此构建了转换壁垒与顾客保留影响理论模型。在模型构建的基础之上,通过问卷调研的方法收集到研究数据,利用数据统计分析方法对本文提出的假设进行了验证：不同路径下的转换壁垒对顾客保留的影响,进而对顾客感知价值的完全中介效用进行了验证；转换壁垒对顾客保留具有正向相关的关系；感知价值因素则在转换壁垒影响顾客保留过程中起到了完全中介作用。通过本文的研究,指导工业品企业如何通过制定转换壁垒,避让转换壁垒的不利影响从而提升企业的竞争优势,合理的利用这些因素提高转换壁垒,获取更多的市场份额保持企业的增加优势,为达到顾客保留的目的提供了借鉴和参考。同时结合工业品市场营销的特点,为企业在认识自身行业分布特性基础上,在哪些方面企业可以通过提高顾客的感知价值,规避顾客敏感的认知价值方面从而提高顾客的保留率,为企业的自身创造更多的市场空间提供了参考依据。
[Abstract]:With the rapid development of our country's industrial market, the industrial product marketing has been paid more and more attention, especially when the market enters the mature period, the enterprise develops slowly, the market demand reaches saturation, and the competition among enterprises becomes more and more fierce. In order to maintain the market share, many enterprises shift their marketing focus from acquiring new customers to maintaining existing customers. Therefore, in order to maintain the marketing environment of industrial products, The research of customer retention has become a hot topic in academic circles. Many scholars at home and abroad have done a lot of empirical analysis on the impact of customer retention in the field of electronic commerce and fast moving consumer goods retail marketing environment, among which the impact of conversion barriers and customer satisfaction, customer loyalty is widely studied. However, the impact of conversion barriers and customer retention in the industrial marketing environment is not perfect. This paper first points out the purpose and significance of the research, and reviews and summarizes the previous literature on the conversion barriers and customer retention at home and abroad. The definition of conversion barriers and the dimensions of conversion barriers under the environment of industrial products marketing are analyzed in detail. The author regards conversion barriers as independent variables and customer retention as dependent variables. At the same time, the paper introduces the intermediary variable of customer value to explain the influence relationship between conversion barrier and customer value and customer retention, and then constructs the theoretical model of the influence of conversion barrier and customer reservation. On the basis of the model construction, the research data are collected through questionnaire survey, and the hypothesis is verified by using the statistical analysis method: the influence of conversion barriers on customer retention under different paths. Then it verifies the complete intermediary utility of customer perceived value; the conversion barrier has a positive correlation with customer retention; and the perceived value factor plays a complete intermediary role in the process of influencing customer retention. Through the research of this paper, guide the industrial enterprise how to make the conversion barrier, avoid the adverse influence of the conversion barrier, so as to enhance the competitive advantage of the enterprise, and make use of these factors to raise the conversion barrier. Gain more market share to maintain the enterprise's increasing advantage, for the purpose of customer retention to provide reference and reference. At the same time, combined with the characteristics of industrial products marketing, it is for enterprises to understand their own industry distribution characteristics, in which aspects enterprises can improve the perceived value of customers. In order to avoid the sensitive cognitive value of customers and improve the retention rate of customers, it provides a reference for enterprises to create more market space.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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