【摘要】：隨著競爭的加劇,產(chǎn)品的差異化程度越來越低,市場競爭逐漸由產(chǎn)品競爭轉(zhuǎn)移到了渠道競爭,營銷渠道的多樣化也就不斷涌現(xiàn)。渠道績效是渠道建立的關(guān)鍵因素,因此,績效成為人們研究渠道的重要因素。與此同時,隨著關(guān)系營銷學(xué)的出現(xiàn),國內(nèi)外研究人員對關(guān)系的重視程度與日俱增,普遍認為關(guān)系對績效的影響重大,但是這是在西方的研究背景之下的。關(guān)系在中國有著獨特的含義,以至于西方在研究中國關(guān)系時仍用“Guanxi”來描述,所以很有必要結(jié)合中國的情形對關(guān)系和績效進行新的解讀。文章將以Gu、Hung和Tse提出的關(guān)系績效模型為基礎(chǔ),結(jié)合中國渠道的特點,以關(guān)系要素為自變量,以渠道績效為因變量,研究在渠道建設(shè)中關(guān)系對渠道績效產(chǎn)生的影響以及影響的程度。同時,文章將會從渠道內(nèi)部引入溝通作為中介變量,從渠道外部引入環(huán)境變動性作為調(diào)節(jié)變量,探索這兩個變量對關(guān)系和渠道績效模型的作用機制。本論文采用實證研究與文獻研究相結(jié)合的方法。通過文獻研究的方法來確定本文具體的研究思路,構(gòu)建出了關(guān)系渠道績效的研究框架,并進一步提出假設(shè)。采用問卷調(diào)查的方法,對從事營銷工作的人群進行調(diào)查,收集營銷活動中的有效樣本數(shù)據(jù)共72份。采用實證數(shù)據(jù)分析的方法,對回收數(shù)據(jù)進行信度和效度分析,因子分析等一系列檢驗過程,得出重要的結(jié)論:環(huán)境的變動性削弱了關(guān)系對渠道績效的正作用;溝通策略的選擇有助于渠道績效的提高。最后,針對本文的研究結(jié)論,給企業(yè)管理層提出了幾點建議。
[Abstract]:With the aggravation of competition, the degree of product differentiation is getting lower and lower, the market competition has gradually transferred from product competition to channel competition, and the diversification of marketing channels will continue to emerge. Channel performance is the key factor of channel establishment, therefore, performance has become an important factor for people to study channels. At the same time, with the emergence of relationship marketing, researchers at home and abroad pay more and more attention to the relationship, and it is generally believed that the relationship has a great impact on performance, but this is under the background of western research. The relationship has a unique meaning in China, so that the West still uses "Guanxi" to describe the relationship in the study of Chinese relations, so it is necessary to make a new interpretation of the relationship and performance in the light of the situation in China. Based on the relationship performance model proposed by Gu,Hung and Tse, this paper will take the relationship elements as independent variables and channel performance as dependent variables according to the characteristics of Chinese channels. This paper studies the influence of relationship on channel performance in channel construction and the degree of influence. At the same time, the article will introduce communication as intermediary variable from within the channel and environmental variability as adjustment variable from the outside of the channel, and explore the mechanism of these two variables on the relationship and channel performance model. This paper adopts the method of combining empirical research with literature research. Through the method of literature research to determine the specific research ideas of this paper, the research framework of relational channel performance is constructed, and the hypothesis is further put forward. A questionnaire survey was used to investigate the population engaged in marketing, and 72 valid sample data in marketing activities were collected. By using the method of empirical data analysis, a series of test processes, such as reliability and validity analysis and factor analysis, are carried out to analyze the reliability and validity of the recovered data, and the important conclusions are drawn: the variability of the environment weakens the positive effect of the relationship on channel performance; The choice of communication strategy is helpful to improve channel performance. Finally, according to the conclusions of this paper, this paper puts forward some suggestions to the management of the enterprise.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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本文編號：2482396