【摘要】：‘直以來,關(guān)系營(yíng)銷在零售業(yè)中的研究和應(yīng)用吸引了眾多營(yíng)銷學(xué)者的關(guān)注。尤其是在生產(chǎn)力和生產(chǎn)工藝日臻發(fā)展的當(dāng)前零售市場(chǎng),市場(chǎng)的主導(dǎo)地位已經(jīng)偏向了消費(fèi)者,因此如何通過盡可能的滿足顧客的需求,形成顧客忠誠(chéng),成為了當(dāng)前零售企業(yè)迫切需要解決的問題。大量的實(shí)證研究已經(jīng)表明,零售企業(yè)實(shí)施關(guān)系營(yíng)銷有利于幫助零售企業(yè)提高顧客的忠誠(chéng)度和保持企業(yè)的競(jìng)爭(zhēng)力。但是關(guān)系營(yíng)銷的關(guān)系市場(chǎng)包含所有與企業(yè)營(yíng)銷活動(dòng)產(chǎn)生關(guān)系的利益相關(guān)方(一般包括供應(yīng)商、客戶、中間商、競(jìng)爭(zhēng)者、影響者、內(nèi)部員工與部門等),這就容易造成企業(yè)在實(shí)施關(guān)系營(yíng)銷導(dǎo)向的營(yíng)銷策略時(shí),不能突出企業(yè)關(guān)系的重點(diǎn),分散了精力,降低了關(guān)系營(yíng)銷的效果。因此,企業(yè)在實(shí)施關(guān)系營(yíng)銷時(shí),如果能夠更好的分清關(guān)系的重點(diǎn),側(cè)重性的進(jìn)行關(guān)系營(yíng)銷將會(huì)大大提高關(guān)系營(yíng)銷的效果。 本文首先介紹了供應(yīng)鏈視角下關(guān)系營(yíng)銷在大型零售企業(yè)中的應(yīng)用背景和研究意義,回顧了關(guān)系營(yíng)銷的相關(guān)文獻(xiàn)和理論,然后在供應(yīng)鏈視角下研究了大型零售企業(yè)與上游的供應(yīng)商關(guān)系市場(chǎng)和下游的顧客關(guān)系市場(chǎng)。其中,供應(yīng)商關(guān)系市場(chǎng)的研究是通過對(duì)零供雙方關(guān)系效果的影響因素進(jìn)行分析,確定各影響因素的權(quán)重大小,然后結(jié)合供應(yīng)鏈視角有側(cè)重性的提出了針對(duì)各影響因素的改善策略。顧客關(guān)系市場(chǎng)的研究是通過對(duì)顧客忠誠(chéng)度的影響因素進(jìn)行分析,確定顧客忠誠(chéng)度的各影響因素權(quán)重,進(jìn)行針對(duì)性改革,并給出了供應(yīng)鏈視角下提高顧客忠誠(chéng)度的改善對(duì)策。 文中對(duì)于與供應(yīng)商關(guān)系效果的影響因素分析是通過建立包含合作、交流、共識(shí)、理解、利益和信度六個(gè)方面的指標(biāo)體系,結(jié)合德爾菲法、專家打分法與層次分析法分析這六個(gè)方面的影響權(quán)重。文中對(duì)于大型零售企業(yè)顧客忠誠(chéng)度的影響因素分析是通過構(gòu)建顧客忠誠(chéng)的驅(qū)動(dòng)模型,將企業(yè)形象、轉(zhuǎn)換成本變量、顧客期望、感知質(zhì)量、感知價(jià)值視為自變量,將顧客忠誠(chéng)視為因變量,構(gòu)建顧客忠誠(chéng)的指標(biāo)體系。通過調(diào)查問卷收集數(shù)據(jù),然后利用結(jié)構(gòu)方程軟件對(duì)顧客忠誠(chéng)度的各自變量進(jìn)行路徑分析。
[Abstract]:Since then, the research and application of relationship marketing in retail industry has attracted the attention of many marketing scholars. Especially in the current retail market, where productivity and production technology are developing day by day, the dominant position of the market has been biased towards consumers, so how to form customer loyalty by meeting the needs of customers as much as possible, Has become the current retail enterprise urgent need to solve the problem. A large number of empirical studies have shown that the implementation of relationship marketing helps retail enterprises to improve customer loyalty and maintain their competitiveness. But the relationship market of relational marketing includes all stakeholders who have a relationship with the marketing activities of the enterprise (generally including suppliers, customers, middlemen, competitors, influencers, internal employees and departments, etc.), This will easily lead to the implementation of relationship marketing oriented marketing strategy, can not highlight the focus of enterprise relations, distraction, and reduce the effect of relationship marketing. Therefore, in the implementation of relationship marketing, if the enterprise can better distinguish the focus of the relationship, focusing on the relationship marketing will greatly improve the effect of relationship marketing. This paper first introduces the application background and research significance of relationship marketing in large retail enterprises from the perspective of supply chain, and reviews the relevant literature and theory of relationship marketing. Then, from the perspective of supply chain, the relationship between large retail enterprises and upstream suppliers and downstream customer relationship market is studied. Among them, the research of supplier relationship market is based on the analysis of the influence factors on the effect of zero-supply relationship, and the weight of each influencing factor is determined. Then combined with the supply chain perspective to focus on the improvement of the various factors. The research of customer relationship market is to analyze the influencing factors of customer loyalty, determine the weight of each factor of customer loyalty, carry out targeted reform, and put forward the improvement countermeasures of improving customer loyalty from the perspective of supply chain. The analysis of the factors influencing the effect of relationship with suppliers is based on the Delphi method, which includes six aspects: cooperation, communication, consensus, understanding, interest and reliability. Expert scoring method and analytic hierarchy process analysis of these six aspects of the weight. This paper analyzes the influencing factors of customer loyalty in large retail enterprises. By constructing the driving model of customer loyalty, the enterprise image, conversion cost variable, customer expectation, perceived quality and perceived value are regarded as independent variables. Customer loyalty is regarded as dependent variable and the index system of customer loyalty is constructed. The data were collected by questionnaire, and then the path analysis of customer loyalty was carried out by using structural equation software.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.32;F274

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