【摘要】：廉價的手機(jī)和電腦、低成本的互聯(lián)網(wǎng)接入以及開源性軟件的出現(xiàn),促使消費者逐漸掌握了信息的主動權(quán),這種主動權(quán)不僅僅表現(xiàn)在信息獲取的便捷高效上,而且體現(xiàn)在消費者自身創(chuàng)造信息的能力在逐漸增強(qiáng),這種現(xiàn)象的出現(xiàn)也催生了參與化時代的到來。在參與化時代,企業(yè)的營銷活動也在發(fā)生著深刻的變化,營銷已經(jīng)不僅僅是企業(yè)簡單地向消費者銷售產(chǎn)品或服務(wù),也不再是簡單的顧客關(guān)系管理所能完成,而是需要企業(yè)更深入地與消費者進(jìn)行溝通對話,通過顧客參與、顧客授權(quán)或顧客定制等多種方式,更好地滿足消費者在精神、情感和功能方面的需求,這就需要企業(yè)與消費者開展深入的合作營銷。 傳統(tǒng)關(guān)于合作營銷的研究集中在企業(yè)與企業(yè)之間,主要研究不同企業(yè)之間如何更好地進(jìn)行資源互補,從而增強(qiáng)市場競爭力。而目前對于企業(yè)與消費者之間的合作營銷,學(xué)術(shù)界沒有準(zhǔn)確的定義,相關(guān)的研究集中在顧客參與、企業(yè)與消費者共同體驗、顧客授權(quán)和顧客定制等方面,在顧客參與方面主要研究顧客參與的維度、顧客參與的水平、顧客參與對顧客滿意度的影響等,在企業(yè)與消費者共同體驗方面主要研究企業(yè)與消費者共同體驗的要素、平臺構(gòu)建以及個性化體驗等內(nèi)容；在顧客授權(quán)方面主要研究顧客授權(quán)的維度、顧客授權(quán)的影響因素等,在顧客定制方面主要研究基于生產(chǎn)活動和基于營銷活動的顧客定制,這些相關(guān)文獻(xiàn)都與本文研究的企業(yè)與消費者合作營銷比較相關(guān),為企業(yè)與消費者合作營銷的研究打下了堅實的基礎(chǔ),具有很好的參考價值,但并不能等同于合作營銷。本文的合作營銷更強(qiáng)調(diào)企業(yè)與消費者之間深入的對話溝通,并形成一種機(jī)制或平臺,成為交易價值創(chuàng)造的源泉,同時目前對于企業(yè)與消費者合作營銷的必要性、合作營銷的影響因素、合作營銷的內(nèi)容設(shè)計等問題也缺乏相關(guān)的研究。 本文旨在學(xué)者之前研究的基礎(chǔ)上,結(jié)合當(dāng)前參與化時代背景,綜合運用理論綜述、案例分析和問卷調(diào)查等多種研究方法,明確提出企業(yè)與消費者合作營銷的概念,并從企業(yè)與消費者合作營銷的必要性、合作營銷的影響因素以及合作營銷的內(nèi)容設(shè)計三個維度展開研究。首先通過小米科技公司的案例分析目前企業(yè)與消費者開展合作營銷的必要性,其次以失敗的020案例分析企業(yè)與消費者合作營銷的影響因素,最后通過對比小米科技公司和可口可樂公司探討企業(yè)與消費者合作營銷內(nèi)容設(shè)計。同時,本文采用問卷調(diào)查的方式對180名消費者進(jìn)行了企業(yè)與消費者合作營銷的相關(guān)調(diào)查,主要調(diào)查消費者對合作營銷的態(tài)度、對合作營銷企業(yè)的偏好、對合作營銷內(nèi)容的偏好等問題。 在理論分析的基礎(chǔ)上,結(jié)合案例分析和數(shù)據(jù)分析的結(jié)果,本文得出了三條基本結(jié)論：第一,消費者角色變化及價值創(chuàng)造體系更新,促使在參與化時代背景下,企業(yè)與消費者的合作營銷成為一種發(fā)展趨勢；第二,處在價值鏈下游、競爭程度較高的企業(yè)相對適合與消費者開展合作營銷,行業(yè)特征、企業(yè)狀況、消費者特征等多個因素都會對合作營銷效果產(chǎn)生影響；第三,企業(yè)營銷的產(chǎn)品設(shè)計和促銷傳播方面更適合與消費者開展合作營銷,合作營銷的內(nèi)容設(shè)計需要結(jié)合企業(yè)與消費者的不同特征進(jìn)行不同的設(shè)計。
[Abstract]:Cheap mobile phones and computers, low-cost Internet access and the emergence of open-source software have prompted consumers to gradually grasp the initiative of information. This initiative is not only reflected in the convenience and efficiency of information acquisition, but also reflected in the growing ability of consumers to create information themselves. This phenomenon has also prompted the emergence of ginseng. With the advent of the era of integration. In the era of participation, the marketing activities of enterprises are also undergoing profound changes. Marketing is not only a simple enterprise to sell products or services to consumers, nor is it a simple customer relationship management can be completed, but also requires enterprises to communicate with consumers more deeply, through customer participation. Customer authorization or customer customization and other ways to better meet the spiritual, emotional and functional needs of consumers, which requires enterprises and consumers to carry out in-depth cooperative marketing.
Traditional research on cooperative marketing concentrates on enterprises and enterprises, mainly studies how to better complement resources between different enterprises, so as to enhance market competitiveness. Community experience, Customer Empowerment and customer customization. In the aspect of customer participation, we mainly study the dimensions of customer participation, the level of customer participation, the impact of customer participation on customer satisfaction. In the aspect of corporate and consumer community experience, we mainly study the elements of corporate and consumer community experience, platform construction and personalized experience. In the aspect of customer empowerment, this paper mainly studies the dimension of customer empowerment, the influencing factors of Customer Empowerment and so on. In the aspect of customer customization, it mainly studies the customer customization based on production activities and marketing activities. These related literatures are related to the cooperative marketing between enterprises and consumers studied in this paper. The research lays a solid foundation and has a good reference value, but it can not be equated with cooperative marketing. The cooperative marketing in this paper emphasizes the deep dialogue and communication between enterprises and consumers, and forms a mechanism or platform, which becomes the source of transaction value creation. There is also a lack of relevant research on factors affecting cooperative marketing and content design of cooperative marketing.
On the basis of the previous research and the background of the present participatory era, this paper puts forward the concept of cooperative marketing between enterprises and consumers by using various research methods such as theoretical summary, case analysis and questionnaire survey. It also points out the necessity of cooperative marketing between enterprises and consumers, the influencing factors of cooperative marketing and cooperative marketing. Firstly, the paper analyzes the necessity of cooperative marketing between enterprises and consumers through the case of millet technology company. Secondly, it analyzes the influencing factors of cooperative marketing between enterprises and consumers through the case of failure of 020 cases. Finally, it discusses the enterprise and consumption by comparing millet technology company and Coca-Cola company. At the same time, this paper adopts the method of questionnaire survey to investigate 180 consumers'attitude towards cooperative marketing, preference for cooperative marketing enterprises and preference for cooperative marketing content.
On the basis of theoretical analysis, combined with the results of case analysis and data analysis, this paper draws three basic conclusions: firstly, the change of consumer role and the renewal of value creation system promote the cooperative marketing between enterprises and consumers to become a development trend under the background of participatory era; secondly, in the lower reaches of the value chain, the degree of competition. Higher enterprises are relatively suitable for cooperative marketing with consumers, industry characteristics, enterprise conditions, consumer characteristics and other factors will have an impact on the effect of cooperative marketing; third, product design and promotion of enterprise marketing is more suitable for cooperative marketing with consumers, cooperative marketing content design needs to be combined with enterprises and Different characteristics of consumers make different designs.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.63

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