發(fā)布時間：2018-05-12 00:39

  本文選題：壟斷經(jīng)營行為 + 測量　； 參考：《長沙理工大學(xué)》2013年碩士論文

【摘要】：企業(yè)的經(jīng)營行為主要含義是指以企業(yè)為載體，，或者以企業(yè)為經(jīng)濟(jì)組織的物質(zhì)資料經(jīng)營，是企業(yè)經(jīng)營者為了獲得最大的物質(zhì)利益而運(yùn)用經(jīng)濟(jì)權(quán)力用最少的物質(zhì)消耗創(chuàng)造出盡可能多的能夠滿足人們各種需要的產(chǎn)品的經(jīng)濟(jì)活動。企業(yè)制定正確的經(jīng)營行為，在給企業(yè)帶來豐厚的經(jīng)濟(jì)回報之時，也充分的考慮了消費者的利益，保證了消費者的利益，從而不僅能夠吸引更多消費者，也能對消費者的后續(xù)購買行為造成積極的影響，可以使企業(yè)和消費者之間形成良性、持久合作循環(huán)；企業(yè)開拓新的消費市場人群所需成本要遠(yuǎn)大于維持既有的客戶關(guān)系，因此企業(yè)明智的經(jīng)營行為不僅維系了現(xiàn)有老顧客市場，還在一定程度樹立了良好的口碑，為開拓新的市場奠定了堅實的基礎(chǔ)。 壟斷經(jīng)營行為不僅損害同行業(yè)競爭者的利益，破壞市場競爭的次序，還嚴(yán)重影響了消費者的正當(dāng)權(quán)益。但是如何定義壟斷經(jīng)營行為，如何用數(shù)據(jù)定量的方法來測量壟斷經(jīng)營行為是本文主要的研究方向。本文以中華人民共和國反壟斷法為依據(jù)，以實際調(diào)研獲取數(shù)據(jù)的方式對壟斷經(jīng)營行為進(jìn)行探測性研究，主要研究內(nèi)容及成果如下： 1、詳細(xì)的介紹了壟斷及壟斷經(jīng)營行為的相關(guān)概念，分析了壟斷經(jīng)營行為的主要類型，以及壟斷經(jīng)營行為的危害。 2、以調(diào)研的方式對壟斷經(jīng)營行為感知量表進(jìn)行了設(shè)計，并對量表的合理性進(jìn)行了數(shù)據(jù)分析。最后對調(diào)查數(shù)據(jù)進(jìn)行詳細(xì)的分析。 3、根據(jù)調(diào)查問卷預(yù)測的數(shù)據(jù)結(jié)果，對調(diào)查問卷進(jìn)行了項目純化和因子命名，并進(jìn)行了壟斷經(jīng)營行為感知量表的第二次測試，根據(jù)測試的結(jié)果對壟斷經(jīng)營行為感知量表進(jìn)行了信度及效度分析。 4、依據(jù)兩次調(diào)查情況，并結(jié)合我國社會實際情況，確定了最終的調(diào)查問卷題項，完成了壟斷經(jīng)營行為感知量表的開發(fā)。研究結(jié)果表明開發(fā)的量表具有良好的信度和效度。量表包含不合理與歧視交易、濫用價格支配地位、不合理轉(zhuǎn)售商品、價格同盟、拒絕交易5個維度。通過壟斷經(jīng)營行為感知量表的開發(fā)，以此對企業(yè)營銷行為提出有針對性的建議。
[Abstract]:The main meaning of the business behavior of an enterprise refers to the operation of material materials with the enterprise as its carrier or with the enterprise as its economic organization, In order to obtain the greatest material benefits, the business operators use economic power to create as many economic activities as possible to meet the needs of people with the least material consumption. When the enterprise formulates the correct management behavior, it also fully considers the interests of the consumers and guarantees the interests of the consumers when it brings the enterprise rich economic returns, thus not only can it attract more consumers, It can also have a positive impact on the subsequent purchase behavior of consumers, and can form a virtuous and lasting cycle of cooperation between enterprises and consumers. The cost of enterprises to open up new consumer markets is far greater than the cost of maintaining existing customer relationships. Therefore, the wise management behavior not only maintains the existing old customer market, but also establishes a good reputation to a certain extent, and lays a solid foundation for the development of new market. Monopoly behavior not only damages the interests of competitors in the same industry, destroys the order of market competition, but also seriously affects the legitimate rights and interests of consumers. However, how to define monopoly management behavior and how to measure monopoly management behavior by quantitative data are the main research directions of this paper. Based on the anti-monopoly law of the people's Republic of China, this paper makes a exploratory study on monopoly behavior by means of actual investigation and acquisition of data. The main research contents and results are as follows: 1. The related concepts of monopoly and monopoly management are introduced in detail, the main types of monopoly and the harm of monopoly are analyzed. 2. The paper designs the perception scale of monopolistic business behavior by investigation, and analyzes the rationality of the scale. Finally, the survey data are analyzed in detail. 3According to the data predicted by the questionnaire, the questionnaire was purified and named, and the second test of the Monopoly behavior perception scale was carried out. According to the results of the test, the reliability and validity of the monopolistic behavior perception scale were analyzed. 4According to the situation of two investigations and the actual situation of our country, the final questionnaire items are determined, and the development of the perception scale of monopoly management behavior is completed. The results show that the developed scale has good reliability and validity. The scale includes five dimensions: unreasonable and discriminatory transaction, abuse of price dominance, unreasonable resale of goods, price alliance and refusal to trade. Through the development of monopoly management behavior perception scale, this paper puts forward targeted suggestions to enterprise marketing behavior.
【學(xué)位授予單位】：長沙理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272.3

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本文編號：1876375