参与化时代企业与消费者合作营销研究
发布时间：2018-09-17 12:53
【摘要】：廉价的手机和电脑、低成本的互联网接入以及开源性软件的出现,促使消费者逐渐掌握了信息的主动权,这种主动权不仅仅表现在信息获取的便捷高效上,而且体现在消费者自身创造信息的能力在逐渐增强,这种现象的出现也催生了参与化时代的到来。在参与化时代,企业的营销活动也在发生着深刻的变化,营销已经不仅仅是企业简单地向消费者销售产品或服务,也不再是简单的顾客关系管理所能完成,而是需要企业更深入地与消费者进行沟通对话,通过顾客参与、顾客授权或顾客定制等多种方式,更好地满足消费者在精神、情感和功能方面的需求,这就需要企业与消费者开展深入的合作营销。 传统关于合作营销的研究集中在企业与企业之间,主要研究不同企业之间如何更好地进行资源互补,从而增强市场竞争力。而目前对于企业与消费者之间的合作营销,学术界没有准确的定义,相关的研究集中在顾客参与、企业与消费者共同体验、顾客授权和顾客定制等方面,在顾客参与方面主要研究顾客参与的维度、顾客参与的水平、顾客参与对顾客满意度的影响等,在企业与消费者共同体验方面主要研究企业与消费者共同体验的要素、平台构建以及个性化体验等内容；在顾客授权方面主要研究顾客授权的维度、顾客授权的影响因素等,在顾客定制方面主要研究基于生产活动和基于营销活动的顾客定制,这些相关文献都与本文研究的企业与消费者合作营销比较相关,为企业与消费者合作营销的研究打下了坚实的基础,具有很好的参考价值,但并不能等同于合作营销。本文的合作营销更强调企业与消费者之间深入的对话沟通,并形成一种机制或平台,成为交易价值创造的源泉,同时目前对于企业与消费者合作营销的必要性、合作营销的影响因素、合作营销的内容设计等问题也缺乏相关的研究。 本文旨在学者之前研究的基础上,结合当前参与化时代背景,综合运用理论综述、案例分析和问卷调查等多种研究方法,明确提出企业与消费者合作营销的概念,并从企业与消费者合作营销的必要性、合作营销的影响因素以及合作营销的内容设计三个维度展开研究。首先通过小米科技公司的案例分析目前企业与消费者开展合作营销的必要性,其次以失败的020案例分析企业与消费者合作营销的影响因素,最后通过对比小米科技公司和可口可乐公司探讨企业与消费者合作营销内容设计。同时,本文采用问卷调查的方式对180名消费者进行了企业与消费者合作营销的相关调查,主要调查消费者对合作营销的态度、对合作营销企业的偏好、对合作营销内容的偏好等问题。 在理论分析的基础上,结合案例分析和数据分析的结果,本文得出了三条基本结论：第一,消费者角色变化及价值创造体系更新,促使在参与化时代背景下,企业与消费者的合作营销成为一种发展趋势；第二,处在价值链下游、竞争程度较高的企业相对适合与消费者开展合作营销,行业特征、企业状况、消费者特征等多个因素都会对合作营销效果产生影响；第三,企业营销的产品设计和促销传播方面更适合与消费者开展合作营销,合作营销的内容设计需要结合企业与消费者的不同特征进行不同的设计。
[Abstract]:Cheap mobile phones and computers, low-cost Internet access and the emergence of open-source software have prompted consumers to gradually grasp the initiative of information. This initiative is not only reflected in the convenience and efficiency of information acquisition, but also reflected in the growing ability of consumers to create information themselves. This phenomenon has also prompted the emergence of ginseng. With the advent of the era of integration. In the era of participation, the marketing activities of enterprises are also undergoing profound changes. Marketing is not only a simple enterprise to sell products or services to consumers, nor is it a simple customer relationship management can be completed, but also requires enterprises to communicate with consumers more deeply, through customer participation. Customer authorization or customer customization and other ways to better meet the spiritual, emotional and functional needs of consumers, which requires enterprises and consumers to carry out in-depth cooperative marketing.
Traditional research on cooperative marketing concentrates on enterprises and enterprises, mainly studies how to better complement resources between different enterprises, so as to enhance market competitiveness. Community experience, Customer Empowerment and customer customization. In the aspect of customer participation, we mainly study the dimensions of customer participation, the level of customer participation, the impact of customer participation on customer satisfaction. In the aspect of corporate and consumer community experience, we mainly study the elements of corporate and consumer community experience, platform construction and personalized experience. In the aspect of customer empowerment, this paper mainly studies the dimension of customer empowerment, the influencing factors of Customer Empowerment and so on. In the aspect of customer customization, it mainly studies the customer customization based on production activities and marketing activities. These related literatures are related to the cooperative marketing between enterprises and consumers studied in this paper. The research lays a solid foundation and has a good reference value, but it can not be equated with cooperative marketing. The cooperative marketing in this paper emphasizes the deep dialogue and communication between enterprises and consumers, and forms a mechanism or platform, which becomes the source of transaction value creation. There is also a lack of relevant research on factors affecting cooperative marketing and content design of cooperative marketing.
On the basis of the previous research and the background of the present participatory era, this paper puts forward the concept of cooperative marketing between enterprises and consumers by using various research methods such as theoretical summary, case analysis and questionnaire survey. It also points out the necessity of cooperative marketing between enterprises and consumers, the influencing factors of cooperative marketing and cooperative marketing. Firstly, the paper analyzes the necessity of cooperative marketing between enterprises and consumers through the case of millet technology company. Secondly, it analyzes the influencing factors of cooperative marketing between enterprises and consumers through the case of failure of 020 cases. Finally, it discusses the enterprise and consumption by comparing millet technology company and Coca-Cola company. At the same time, this paper adopts the method of questionnaire survey to investigate 180 consumers'attitude towards cooperative marketing, preference for cooperative marketing enterprises and preference for cooperative marketing content.
On the basis of theoretical analysis, combined with the results of case analysis and data analysis, this paper draws three basic conclusions: firstly, the change of consumer role and the renewal of value creation system promote the cooperative marketing between enterprises and consumers to become a development trend under the background of participatory era; secondly, in the lower reaches of the value chain, the degree of competition. Higher enterprises are relatively suitable for cooperative marketing with consumers, industry characteristics, enterprise conditions, consumer characteristics and other factors will have an impact on the effect of cooperative marketing; third, product design and promotion of enterprise marketing is more suitable for cooperative marketing with consumers, cooperative marketing content design needs to be combined with enterprises and Different characteristics of consumers make different designs.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.63
本文编号：2245984
[Abstract]:Cheap mobile phones and computers, low-cost Internet access and the emergence of open-source software have prompted consumers to gradually grasp the initiative of information. This initiative is not only reflected in the convenience and efficiency of information acquisition, but also reflected in the growing ability of consumers to create information themselves. This phenomenon has also prompted the emergence of ginseng. With the advent of the era of integration. In the era of participation, the marketing activities of enterprises are also undergoing profound changes. Marketing is not only a simple enterprise to sell products or services to consumers, nor is it a simple customer relationship management can be completed, but also requires enterprises to communicate with consumers more deeply, through customer participation. Customer authorization or customer customization and other ways to better meet the spiritual, emotional and functional needs of consumers, which requires enterprises and consumers to carry out in-depth cooperative marketing.
Traditional research on cooperative marketing concentrates on enterprises and enterprises, mainly studies how to better complement resources between different enterprises, so as to enhance market competitiveness. Community experience, Customer Empowerment and customer customization. In the aspect of customer participation, we mainly study the dimensions of customer participation, the level of customer participation, the impact of customer participation on customer satisfaction. In the aspect of corporate and consumer community experience, we mainly study the elements of corporate and consumer community experience, platform construction and personalized experience. In the aspect of customer empowerment, this paper mainly studies the dimension of customer empowerment, the influencing factors of Customer Empowerment and so on. In the aspect of customer customization, it mainly studies the customer customization based on production activities and marketing activities. These related literatures are related to the cooperative marketing between enterprises and consumers studied in this paper. The research lays a solid foundation and has a good reference value, but it can not be equated with cooperative marketing. The cooperative marketing in this paper emphasizes the deep dialogue and communication between enterprises and consumers, and forms a mechanism or platform, which becomes the source of transaction value creation. There is also a lack of relevant research on factors affecting cooperative marketing and content design of cooperative marketing.
On the basis of the previous research and the background of the present participatory era, this paper puts forward the concept of cooperative marketing between enterprises and consumers by using various research methods such as theoretical summary, case analysis and questionnaire survey. It also points out the necessity of cooperative marketing between enterprises and consumers, the influencing factors of cooperative marketing and cooperative marketing. Firstly, the paper analyzes the necessity of cooperative marketing between enterprises and consumers through the case of millet technology company. Secondly, it analyzes the influencing factors of cooperative marketing between enterprises and consumers through the case of failure of 020 cases. Finally, it discusses the enterprise and consumption by comparing millet technology company and Coca-Cola company. At the same time, this paper adopts the method of questionnaire survey to investigate 180 consumers'attitude towards cooperative marketing, preference for cooperative marketing enterprises and preference for cooperative marketing content.
On the basis of theoretical analysis, combined with the results of case analysis and data analysis, this paper draws three basic conclusions: firstly, the change of consumer role and the renewal of value creation system promote the cooperative marketing between enterprises and consumers to become a development trend under the background of participatory era; secondly, in the lower reaches of the value chain, the degree of competition. Higher enterprises are relatively suitable for cooperative marketing with consumers, industry characteristics, enterprise conditions, consumer characteristics and other factors will have an impact on the effect of cooperative marketing; third, product design and promotion of enterprise marketing is more suitable for cooperative marketing with consumers, cooperative marketing content design needs to be combined with enterprises and Different characteristics of consumers make different designs.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.63
【参考文献】
相关期刊论文 前10条
1 陈佩瑶;韩小芸;;顷客心理受权与服务质量和满意感的实证研究[J];商业研究;2007年02期
2 李航;;基于合作营销理论的4Rs营销研究[J];华东经济管理;2009年08期
3 翟家保;徐扬;;服务业中顾客参与研究综述[J];科技进步与对策;2009年10期
4 汪涛;望海军;;顾客参与一定会导致顾客满意吗——顾客自律倾向及参与方式的一致性对满意度的影响[J];南开管理评论;2008年03期
5 张辉;汪涛;刘洪深;;顾客参与了为何仍不满意——顾客参与过程中控制错觉与顾客满意的关系研究[J];南开管理评论;2011年05期
6 韩小芸;黎耀奇;;顾客心理授权的多层次模型分析:基于控制欲的调节作用[J];南开管理评论;2012年03期
7 诸葛俊;;我国服务行业发展顾客定制化营销的探讨[J];江苏商论;2008年12期
8 邱念东;;如何通过顾客授权改善服务交互质量[J];商业时代;2007年22期
9 张祥;陈荣秋;;顾客参与链:让顾客与企业共同创造竞争优势[J];管理评论;2006年01期
10 彭艳君;;顾客参与量表的构建和研究[J];管理评论;2010年03期
相关博士学位论文 前2条
1 刘文超;顾客参与共同创造服务体验的机理研究[D];吉林大学;2011年
2 张祥;顾客化定制中的顾客参与研究[D];华中科技大学;2007年
，本文编号：2245984
本文链接：https://www.wllwen.com/jingjilunwen/gongyejingjilunwen/2245984.html
