本文選題：工業(yè)品市場(chǎng) + 轉(zhuǎn)換壁壘　； 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：隨著我國(guó)工業(yè)市場(chǎng)的快速發(fā)展,工業(yè)品營(yíng)銷逐漸得到了業(yè)界廣泛的重視,尤其當(dāng)市場(chǎng)進(jìn)入成熟期后,企業(yè)發(fā)展速度緩慢,市場(chǎng)需求達(dá)到飽和,企業(yè)間競(jìng)爭(zhēng)日趨激烈,企業(yè)獲取到的新客戶營(yíng)銷成本不斷上升,為了維持市場(chǎng)占有率,很多企業(yè)將營(yíng)銷重心從獲取新顧客戶轉(zhuǎn)換到維持現(xiàn)有客戶的戰(zhàn)略上來(lái),因此針對(duì)工業(yè)品營(yíng)銷環(huán)境下,顧客保留的研究已經(jīng)成為學(xué)術(shù)界討論的熱點(diǎn)話題。國(guó)內(nèi)外很多學(xué)者基于電子商務(wù)領(lǐng)域和快速消費(fèi)品零售業(yè)營(yíng)銷環(huán)境下的顧客保留影響的研究做了大量的實(shí)證分析,其中轉(zhuǎn)換壁壘與顧客滿意,顧客忠誠(chéng)之間的影響研究比較廣泛,然而工業(yè)品營(yíng)銷環(huán)境下轉(zhuǎn)換壁壘與顧客保留的影響研究尚不完善。 本文首先指出研究目的與意義,并且在以往國(guó)內(nèi)外轉(zhuǎn)換壁壘與顧客保留的相關(guān)文獻(xiàn)研究基礎(chǔ)上進(jìn)行了回顧總結(jié),詳細(xì)的分析了轉(zhuǎn)換壁壘的界定和工業(yè)品營(yíng)銷環(huán)境下轉(zhuǎn)換壁壘的維度,筆者將轉(zhuǎn)換壁壘作為自變量,顧客保留作為因變量,同時(shí)引入顧客價(jià)值中介變量闡述轉(zhuǎn)換壁壘與顧客價(jià)值和顧客保留三者之間的影響關(guān)系,并且據(jù)此構(gòu)建了轉(zhuǎn)換壁壘與顧客保留影響理論模型。在模型構(gòu)建的基礎(chǔ)之上,通過(guò)問(wèn)卷調(diào)研的方法收集到研究數(shù)據(jù),利用數(shù)據(jù)統(tǒng)計(jì)分析方法對(duì)本文提出的假設(shè)進(jìn)行了驗(yàn)證：不同路徑下的轉(zhuǎn)換壁壘對(duì)顧客保留的影響,進(jìn)而對(duì)顧客感知價(jià)值的完全中介效用進(jìn)行了驗(yàn)證；轉(zhuǎn)換壁壘對(duì)顧客保留具有正向相關(guān)的關(guān)系；感知價(jià)值因素則在轉(zhuǎn)換壁壘影響顧客保留過(guò)程中起到了完全中介作用。 通過(guò)本文的研究,指導(dǎo)工業(yè)品企業(yè)如何通過(guò)制定轉(zhuǎn)換壁壘,避讓轉(zhuǎn)換壁壘的不利影響從而提升企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì),合理的利用這些因素提高轉(zhuǎn)換壁壘,獲取更多的市場(chǎng)份額保持企業(yè)的增加優(yōu)勢(shì),為達(dá)到顧客保留的目的提供了借鑒和參考。同時(shí)結(jié)合工業(yè)品市場(chǎng)營(yíng)銷的特點(diǎn),為企業(yè)在認(rèn)識(shí)自身行業(yè)分布特性基礎(chǔ)上,在哪些方面企業(yè)可以通過(guò)提高顧客的感知價(jià)值,規(guī)避顧客敏感的認(rèn)知價(jià)值方面從而提高顧客的保留率,為企業(yè)的自身創(chuàng)造更多的市場(chǎng)空間提供了參考依據(jù)。
[Abstract]:With the rapid development of our country's industrial market, the industrial product marketing has been paid more and more attention, especially when the market enters the mature period, the enterprise develops slowly, the market demand reaches saturation, and the competition among enterprises becomes more and more fierce. In order to maintain the market share, many enterprises shift their marketing focus from acquiring new customers to maintaining existing customers. Therefore, in order to maintain the marketing environment of industrial products, The research of customer retention has become a hot topic in academic circles. Many scholars at home and abroad have done a lot of empirical analysis on the impact of customer retention in the field of electronic commerce and fast moving consumer goods retail marketing environment, among which the impact of conversion barriers and customer satisfaction, customer loyalty is widely studied. However, the impact of conversion barriers and customer retention in the industrial marketing environment is not perfect. This paper first points out the purpose and significance of the research, and reviews and summarizes the previous literature on the conversion barriers and customer retention at home and abroad. The definition of conversion barriers and the dimensions of conversion barriers under the environment of industrial products marketing are analyzed in detail. The author regards conversion barriers as independent variables and customer retention as dependent variables. At the same time, the paper introduces the intermediary variable of customer value to explain the influence relationship between conversion barrier and customer value and customer retention, and then constructs the theoretical model of the influence of conversion barrier and customer reservation. On the basis of the model construction, the research data are collected through questionnaire survey, and the hypothesis is verified by using the statistical analysis method: the influence of conversion barriers on customer retention under different paths. Then it verifies the complete intermediary utility of customer perceived value; the conversion barrier has a positive correlation with customer retention; and the perceived value factor plays a complete intermediary role in the process of influencing customer retention. Through the research of this paper, guide the industrial enterprise how to make the conversion barrier, avoid the adverse influence of the conversion barrier, so as to enhance the competitive advantage of the enterprise, and make use of these factors to raise the conversion barrier. Gain more market share to maintain the enterprise's increasing advantage, for the purpose of customer retention to provide reference and reference. At the same time, combined with the characteristics of industrial products marketing, it is for enterprises to understand their own industry distribution characteristics, in which aspects enterprises can improve the perceived value of customers. In order to avoid the sensitive cognitive value of customers and improve the retention rate of customers, it provides a reference for enterprises to create more market space.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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