【摘要】：企業(yè)實踐者和學(xué)術(shù)研究者通過長期的觀察研究發(fā)現(xiàn),與顧客契合的企業(yè)能夠長期的、穩(wěn)定的發(fā)展。企業(yè)開展?fàn)I銷活動是推銷產(chǎn)品的主要途徑,也是與顧客建立關(guān)系的主要方法。企業(yè)在此過程中,不可避免的會遇到營銷倫理問題,企業(yè)如何有效的解決這些問題將會對企業(yè)有著重要影響。企業(yè)營銷倫理是企業(yè)開展?fàn)I銷活動的道德規(guī)范準(zhǔn)則,通過理論研究表明,其對顧客契合行為有著一定的影響作用。但是營銷倫理包含多種因素,每個因素對顧客契合行為的影響程度不同,如果能夠找出其中的關(guān)鍵影響因子,并針對這些關(guān)鍵因素提出有針對性的建議,這將對企業(yè)營銷活動的開展具有重要作用。本文的創(chuàng)新之處主要有以下三點:一是從顧客角度出發(fā),研究企業(yè)營銷倫理對顧客契合行為的影響;二是在對營銷倫理的多種因素進行研究分析,找出其對顧客契合行為影響較大的關(guān)鍵影響因子;三是引入消費者涉入度作為調(diào)節(jié)變量,研究其對營銷倫理與顧客契合行為之間的影響。本文對企業(yè)營銷倫理和顧客契合行為之間的關(guān)系進行理論分析和實證研究,得出了相關(guān)結(jié)論。研究內(nèi)容及過程具體如下:本文首先對企業(yè)營銷倫理、顧客契合行為以及消費者涉入度的理論進行整理分析,得出營銷倫理評價體系、顧客契合行為、消費者涉入度的測量量表。然后,本文以消費者涉入度為調(diào)節(jié)變量,構(gòu)建了關(guān)于企業(yè)營銷倫理對顧客契合行為的理論模型,并提出了相關(guān)假設(shè)。本文根據(jù)現(xiàn)有的經(jīng)典量表進行調(diào)查問卷的設(shè)計,通過問卷調(diào)查進行數(shù)據(jù)收集。本文利用SPSS19軟件對所得數(shù)據(jù)進行研究分析,檢驗假設(shè),得出相關(guān)結(jié)論,并根據(jù)結(jié)論提出提升顧客契合行為的對策。本文研究結(jié)果表明,企業(yè)營銷倫理的四個影響因子(誠信因子、公平競爭因子、正當(dāng)促銷因子以及社會責(zé)任因子)分別對顧客契合行為有著正面影響,即營銷倫理對顧客契合行為有著正面影響,并且受到消費者涉入度的調(diào)節(jié)作用。根據(jù)研究結(jié)果,本文提出了針對性的對策,為企業(yè)實現(xiàn)顧客契合提供了一定的理論指導(dǎo),有利于企業(yè)開展?fàn)I銷活動,促進顧客契合行為。
[Abstract]:Enterprise practitioners and academic researchers through long-term observation and research found that enterprises that fit with customers can develop in a long-term and steady way. Enterprise marketing is the main way to promote products, and also the main way to establish relationships with customers. In this process, enterprises will inevitably encounter marketing ethics problems, how to effectively solve these problems will have an important impact on enterprises. Enterprise marketing ethics is the moral standard of enterprise marketing activities, through theoretical research, it has a certain impact on customer fit behavior. However, marketing ethics contains many factors, each factor has different influence on customer fit behavior. If we can find out the key factors, and put forward targeted suggestions for these key factors. This will play an important role in the development of enterprise marketing activities. The innovations of this paper are as follows: first, from the customer's point of view, to study the impact of corporate marketing ethics on customer fit behavior; second, to analyze the various factors of marketing ethics. The third is to introduce the degree of consumer involvement as a regulating variable to study its impact on marketing ethics and customer fit behavior. This paper makes theoretical analysis and empirical research on the relationship between corporate marketing ethics and customer fit behavior, and draws relevant conclusions. The content and process of the study are as follows: firstly, this paper analyzes the theory of enterprise marketing ethics, customer fit behavior and consumer involvement degree, and obtains the evaluation system of marketing ethics and customer fit behavior. A measure of consumer involvement. Then, taking the degree of consumer involvement as the regulating variable, this paper constructs a theoretical model of corporate marketing ethics and customer fit behavior, and puts forward the relevant assumptions. This paper designs the questionnaire according to the existing classic scale and collects the data through the questionnaire. In this paper, we use SPSS19 software to study and analyze the data, test the hypotheses, draw the relevant conclusions, and put forward the countermeasures to promote the customer fit behavior according to the conclusions. The results show that the four influencing factors (integrity factor, fair competition factor, fair promotion factor and social responsibility factor) have positive influence on customer fit behavior. That is, marketing ethics has a positive impact on customer fit behavior and is regulated by consumer involvement. According to the results of the research, this paper puts forward targeted countermeasures, which provides certain theoretical guidance for enterprises to realize customer fit, which is helpful for enterprises to carry out marketing activities and promote customer fit behavior.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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