發(fā)布時間：2018-04-23 00:31

  本文選題：關(guān)系營銷 + 價格促銷��； 參考：《西南交通大學》2017年博士論文

【摘要】：近年來,隨著國內(nèi)市場經(jīng)濟不斷完善,競爭更加激烈,促銷策略和關(guān)系營銷作為兩種重要的驅(qū)動因素,在B2B營銷實踐中的應(yīng)用越來越廣泛。為了更好的理解中國文化下兩種營銷驅(qū)動策略在經(jīng)銷商訂貨行為決策中的重要作用,本文在社會交換理論的框架下,將代表“關(guān)系性”交換和“經(jīng)濟性”交換的兩種營銷驅(qū)動策略——關(guān)系策略和促銷策略,同時引入研究,構(gòu)建基于雙驅(qū)動策略影響的經(jīng)銷商訂貨行為和廠商銷售績效模型,運用展望理論等行為決策理論和類達爾文“選擇”理論的解釋性范式進行分析,探尋雙驅(qū)動營銷策略下經(jīng)銷商訂貨行為反應(yīng)以及對廠商長期績效的驅(qū)動效果。本研究將以自己熟知和深耕的中國建材行業(yè)為背景,以不同地區(qū)經(jīng)銷商的真實訂貨數(shù)據(jù)資料為基礎(chǔ),在前人對價格促銷策略、關(guān)系營銷關(guān)系狀態(tài)以及行為決策等研究的基礎(chǔ)上,展開對以上問題的探究。研究結(jié)論表明:相對于威脅型促銷,經(jīng)銷商更愿意在獎勵型促銷下決定訂貨并增加訂貨批量;而威脅型促銷則會驅(qū)動經(jīng)銷商增加訂貨批次;該結(jié)論暗示了,在獎勵型促銷驅(qū)動下,經(jīng)銷商傾向于大批量少批次的集中進貨方式;而在威脅型促銷驅(qū)動下,經(jīng)銷商傾向于小批量多批次的頻繁進貨方式。作為B2B營銷中一種特殊的策略——返利,對經(jīng)銷商的各種訂貨行為都有積極影響。促銷強度和返利任務(wù)量是否完成在促銷策略對經(jīng)銷商訂貨行為的影響中都有顯著的調(diào)節(jié)效應(yīng)。關(guān)系營銷策略(關(guān)系狀態(tài))對經(jīng)銷商的訂貨意愿、訂貨頻率和訂貨批量都有顯著的積極影響。與廠商越趨向于生人型關(guān)系的經(jīng)銷商對價格促銷策略越敏感,顯示了關(guān)系策略和促銷策略在經(jīng)銷商訂貨行為影響中的交互作用。雙驅(qū)動營銷策略對廠商長期銷售績效都有積極影響,不過,返利策略的影響要好于促銷策略,關(guān)系策略的影響好于價格策略。本研究結(jié)論,不但全面揭示了雙驅(qū)動營銷策略在經(jīng)銷商的訂貨意愿、訂貨頻率和訂貨批量等訂貨行為上影響的本質(zhì),進一步揭示出經(jīng)銷商在營銷策略驅(qū)動下形成的兩種迥異的訂貨模式,還研究了雙驅(qū)動營銷策略的交互影響,以及他們對廠商長期銷售績效的積極作用,并比較了關(guān)系策略和促銷策略對廠商長期銷售績效影響的差異。研究結(jié)論消除了學術(shù)界對促銷策略影響廠商績效和中國市場上關(guān)系營銷的作用等問題的疑問,不僅對營銷管理者們在中國市場上擴大銷售和實施經(jīng)銷商管理具有重要的參考價值和啟示建議,而且也豐富了中國文化情景下的B2B價格促銷和關(guān)系營銷之間的關(guān)聯(lián)研究,具有一定的理論價值。
[Abstract]:In recent years, with the continuous improvement of the domestic market economy, the competition becomes more and more intense. As two important driving factors, promotion strategy and relationship marketing are more and more widely used in B2B marketing practice. In order to better understand the important role of two kinds of market-oriented strategies in the decision-making of reseller ordering behavior in Chinese culture, this paper is based on the theory of social exchange. The relationship strategy and the promotion strategy, which represent "relational" exchange and "economic" exchange, are introduced to construct the model of dealer's ordering behavior and firm's sales performance based on the influence of dual-drive strategy. By using the behavioral decision theory such as prospect theory and the explanatory paradigm of Darwinian "choice" theory, this paper explores the reaction of dealer's ordering behavior and the driving effect on the firm's long-term performance under the dual-drive marketing strategy. This study will take the Chinese building materials industry, which is well known and deeply cultivated, as the background, based on the real order data of dealers in different regions, and on the basis of previous researches on price promotion strategy, relationship marketing relationship state and behavior decision, etc. To carry out the exploration of the above problems. The results show that dealers are more willing to decide to order and increase order volume than threat promotion, while threat promotion drives dealers to increase order batches. Under the incentive promotion drive, the dealers tend to the centralized purchase mode of large quantity and few batches, while under the threat type promotion drive, the dealers tend to the small batch multiple batch frequent purchase way. As a special strategy in B2B marketing, rebate has a positive effect on all kinds of ordering behavior of dealers. Whether the sales promotion intensity and the amount of rebate task are completed has significant adjustment effect in the influence of the promotion strategy on the dealer's order behavior. Relationship marketing strategy (relationship state) has a significant positive effect on dealer's order intention, ordering frequency and order batch. The more likely the relationship with the manufacturer is, the more sensitive the dealer is to the price promotion strategy, which shows the interaction between the relationship strategy and the promotion strategy in the influence of the dealer's ordering behavior. Double-drive marketing strategy has a positive impact on long-term sales performance, but the impact of rebate strategy is better than that of promotion strategy, and the impact of relationship strategy is better than that of price strategy. The conclusion of this study not only fully reveals the nature of the influence of dual-drive marketing strategy on the ordering behavior of dealers, such as ordering intention, ordering frequency and ordering batch, etc. Furthermore, it reveals two different ordering modes formed by dealers under the driving of marketing strategy, and also studies the interaction of double-drive marketing strategies and their positive effects on the long-term sales performance of manufacturers. The influence of relationship strategy and promotion strategy on long-term sales performance is compared. The conclusion of the study eliminates the doubt that the promotion strategy affects firm performance and the role of relationship marketing in the Chinese market. It not only has important reference value and enlightening suggestions for marketing managers to expand sales and implement dealer management in Chinese market, but also enriches the research on the relationship between B2B price promotion and relationship marketing in Chinese cultural context. It has certain theoretical value.
【學位授予單位】：西南交通大學
【學位級別】：博士
【學位授予年份】：2017
【分類號】：F274

【參考文獻】

相關(guān)期刊論文 前10條

1 周葉;張孟曉;何慧;;促銷時考慮不同效應(yīng)系數(shù)的電商企業(yè)訂貨決策分析[J];物流科技;2016年11期

2 周茵;莊貴軍;楊偉;;企業(yè)間關(guān)系質(zhì)量:渠道影響策略的權(quán)變模型[J];商業(yè)經(jīng)濟與管理;2016年07期

3 張超;張鵬;;需求依賴銷售努力情形下過度自信零售商的決策[J];技術(shù)經(jīng)濟;2016年05期

4 趙保國;胡梓嫻;;網(wǎng)絡(luò)促銷方式對消費者購買意愿的影響機制研究[J];北京郵電大學學報(社會科學版);2016年02期

5 陳薛;張紀會;;生鮮類產(chǎn)品的訂貨與促銷聯(lián)合決策研究[J];青島大學學報(工程技術(shù)版);2016年01期

6 劉林青;梅詩曄;;管理學中的關(guān)系研究:基于SSCI數(shù)據(jù)庫的文獻綜述[J];管理學報;2016年04期

7 周筱蓮;孫峻;莊貴軍;;關(guān)系營銷理論在中國的幾種觀點之比較研究[J];西安財經(jīng)學院學報;2016年03期

8 李新軍;康建群;;前景理論框架下基于期望的損失厭惡報童博弈[J];工業(yè)技術(shù)經(jīng)濟;2016年01期

9 樂云;韋金鳳;王森浩;;“關(guān)系”對承包商績效、項目績效影響的實證研究[J];工程管理學報;2015年06期

10 褚宏睿;冉倫;張冉;李金林;;基于前景理論的報童問題:考慮回購和缺貨懲罰[J];管理科學學報;2015年12期

，

本文編號：1789656