企业营销伦理对顾客契合行为的影响研究

发布时间：2018-08-18 12:03

【摘要】：企业实践者和学术研究者通过长期的观察研究发现,与顾客契合的企业能够长期的、稳定的发展。企业开展营销活动是推销产品的主要途径,也是与顾客建立关系的主要方法。企业在此过程中,不可避免的会遇到营销伦理问题,企业如何有效的解决这些问题将会对企业有着重要影响。企业营销伦理是企业开展营销活动的道德规范准则,通过理论研究表明,其对顾客契合行为有着一定的影响作用。但是营销伦理包含多种因素,每个因素对顾客契合行为的影响程度不同,如果能够找出其中的关键影响因子,并针对这些关键因素提出有针对性的建议,这将对企业营销活动的开展具有重要作用。本文的创新之处主要有以下三点:一是从顾客角度出发,研究企业营销伦理对顾客契合行为的影响;二是在对营销伦理的多种因素进行研究分析,找出其对顾客契合行为影响较大的关键影响因子;三是引入消费者涉入度作为调节变量,研究其对营销伦理与顾客契合行为之间的影响。本文对企业营销伦理和顾客契合行为之间的关系进行理论分析和实证研究,得出了相关结论。研究内容及过程具体如下:本文首先对企业营销伦理、顾客契合行为以及消费者涉入度的理论进行整理分析,得出营销伦理评价体系、顾客契合行为、消费者涉入度的测量量表。然后,本文以消费者涉入度为调节变量,构建了关于企业营销伦理对顾客契合行为的理论模型,并提出了相关假设。本文根据现有的经典量表进行调查问卷的设计,通过问卷调查进行数据收集。本文利用SPSS19软件对所得数据进行研究分析,检验假设,得出相关结论,并根据结论提出提升顾客契合行为的对策。本文研究结果表明,企业营销伦理的四个影响因子(诚信因子、公平竞争因子、正当促销因子以及社会责任因子)分别对顾客契合行为有着正面影响,即营销伦理对顾客契合行为有着正面影响,并且受到消费者涉入度的调节作用。根据研究结果,本文提出了针对性的对策,为企业实现顾客契合提供了一定的理论指导,有利于企业开展营销活动,促进顾客契合行为。
[Abstract]:Enterprise practitioners and academic researchers through long-term observation and research found that enterprises that fit with customers can develop in a long-term and steady way. Enterprise marketing is the main way to promote products, and also the main way to establish relationships with customers. In this process, enterprises will inevitably encounter marketing ethics problems, how to effectively solve these problems will have an important impact on enterprises. Enterprise marketing ethics is the moral standard of enterprise marketing activities, through theoretical research, it has a certain impact on customer fit behavior. However, marketing ethics contains many factors, each factor has different influence on customer fit behavior. If we can find out the key factors, and put forward targeted suggestions for these key factors. This will play an important role in the development of enterprise marketing activities. The innovations of this paper are as follows: first, from the customer's point of view, to study the impact of corporate marketing ethics on customer fit behavior; second, to analyze the various factors of marketing ethics. The third is to introduce the degree of consumer involvement as a regulating variable to study its impact on marketing ethics and customer fit behavior. This paper makes theoretical analysis and empirical research on the relationship between corporate marketing ethics and customer fit behavior, and draws relevant conclusions. The content and process of the study are as follows: firstly, this paper analyzes the theory of enterprise marketing ethics, customer fit behavior and consumer involvement degree, and obtains the evaluation system of marketing ethics and customer fit behavior. A measure of consumer involvement. Then, taking the degree of consumer involvement as the regulating variable, this paper constructs a theoretical model of corporate marketing ethics and customer fit behavior, and puts forward the relevant assumptions. This paper designs the questionnaire according to the existing classic scale and collects the data through the questionnaire. In this paper, we use SPSS19 software to study and analyze the data, test the hypotheses, draw the relevant conclusions, and put forward the countermeasures to promote the customer fit behavior according to the conclusions. The results show that the four influencing factors (integrity factor, fair competition factor, fair promotion factor and social responsibility factor) have positive influence on customer fit behavior. That is, marketing ethics has a positive impact on customer fit behavior and is regulated by consumer involvement. According to the results of the research, this paper puts forward targeted countermeasures, which provides certain theoretical guidance for enterprises to realize customer fit, which is helpful for enterprises to carry out marketing activities and promote customer fit behavior.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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