本文選題：網(wǎng)絡(luò)環(huán)境 + 顧客導(dǎo)向��； 參考：《江蘇大學(xué)》2017年博士論文

【摘要】：互聯(lián)網(wǎng)的發(fā)展不僅使得顧客獲取信息日益便捷,更為重要的是改變了當(dāng)今的競爭模式。網(wǎng)絡(luò)時代下不僅很多電商企業(yè)應(yīng)運而生,傳統(tǒng)行業(yè)也迎合時代發(fā)展,參與到“互聯(lián)網(wǎng)+”的潮流中。網(wǎng)絡(luò)環(huán)境改變著消費者的購物以及信息獲取習(xí)慣,消費者可以通過較低的成本來收集有關(guān)產(chǎn)品和服務(wù)的全面信息,并在充分的比較下做出最佳選擇。購買模式的改變也帶來了企業(yè)的改變,企業(yè)需要重新梳理并確立顧客導(dǎo)向的服務(wù)理念以及服務(wù)過程。雖然在任何外部環(huán)境下,顧客導(dǎo)向的核心本質(zhì)都不會發(fā)生質(zhì)的變化,然而在不同的環(huán)境條件下,其內(nèi)容和表現(xiàn)形式卻會顯現(xiàn)出較大的不同。網(wǎng)絡(luò)環(huán)境改變了企業(yè)的營銷模式以及人們的消費行為模式,在網(wǎng)絡(luò)環(huán)境下企業(yè)的顧客導(dǎo)向行為過程也具有異質(zhì)性的特點,體現(xiàn)在跨時空性、無形性、低成本和便利性、易變性和高效性五個方面。網(wǎng)絡(luò)環(huán)境使得企業(yè)之間競爭更為激烈,相比于傳統(tǒng)環(huán)境,客戶的重要性更為凸顯,企業(yè)之間的競爭更多圍繞如何更好地滿足顧客的需求,而顧客的重要性也導(dǎo)致網(wǎng)絡(luò)環(huán)境下銷售人員的作用比以往更為重要。顧客導(dǎo)向理論是一種“以顧客為中心的方法”,強調(diào)企業(yè)經(jīng)營要著眼于顧客偏好、需求和滿意度。已有研究圍繞顧客導(dǎo)向的概念、定義、內(nèi)容、測量方法以及顧客導(dǎo)向?qū)ζ髽I(yè)經(jīng)營、生存和發(fā)展等方面進行了積極的探討,取得了較為豐富的研究成果,產(chǎn)生了較為積極的影響。然而,對于顧客導(dǎo)向的影響因素即前因變量問題,以及它們是如何影響企業(yè)銷售績效的、影響機制如何等重要問題,已有研究卻鮮有涉及,尤其對市場營銷中顧客導(dǎo)向行為、類型及其前因和后果的知識更加缺乏。顧客導(dǎo)向的概念比較寬泛,雖然也有研究對顧客導(dǎo)向進行分類并進行不同類型顧客導(dǎo)向影響的探討,但是對不同類型顧客導(dǎo)向的影響因素的研究則幾乎沒有。而在網(wǎng)絡(luò)環(huán)境下,企業(yè)要想贏得市場競爭,不僅需要推行顧客導(dǎo)向,還需要結(jié)合不同的情境激勵員工產(chǎn)生合適的顧客導(dǎo)向,故而對顧客導(dǎo)向分類并探討其影響因素更有利于迎合當(dāng)今日益?zhèn)�性化和復(fù)雜化的顧客需求,可以幫助企業(yè)更精準地滿足顧客的個性化需求,從而提升企業(yè)的績效。本文重點彌補對顧客導(dǎo)向分類研究不足的現(xiàn)狀,將顧客導(dǎo)向分為功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向,并探討兩種顧客導(dǎo)向的影響因素。功能型顧客導(dǎo)向被定義為一套能達到幫助顧客做出滿意的購買決定的任務(wù)導(dǎo)向行為,更強調(diào)任務(wù)導(dǎo)向,可能會使顧客-員工互動獲得功能性收益。關(guān)系型顧客導(dǎo)向被定義為一系列意圖與顧客建立人際關(guān)系的行為模式,強調(diào)與顧客之間建立關(guān)系,可能會使顧客-員工互動獲得社會收益。本研究采用定性研究與定量研究相結(jié)合的方式,對不同類型顧客導(dǎo)向及其影響因素與銷售績效之間的關(guān)系進行系統(tǒng)地分析。基于市場營銷學(xué)和消費者行為學(xué)中的顧客導(dǎo)向理論、控制系統(tǒng)理論、調(diào)節(jié)焦點理論、網(wǎng)絡(luò)密度理論等,建立了顧客導(dǎo)向的前因變量和中介效應(yīng)的研究框架,探討了“前因變量-顧客導(dǎo)向-銷售績效”的互動模式和作用機制。本文運用了扎根理論的研究方法,對網(wǎng)絡(luò)環(huán)境下不同類型顧客導(dǎo)向的影響因素進行了探索性研究,并構(gòu)建了銷售人員顧客導(dǎo)向影響因素的初始概念模型;在此基礎(chǔ)上,提出了相應(yīng)的研究假設(shè),并對江蘇省50家企業(yè)的800名銷售人員展開問卷調(diào)查,回收有效問卷452份,運用結(jié)構(gòu)方程模型的方法進行數(shù)據(jù)分析,對本研究提出的理論模型進行驗證,主要得出如下研究結(jié)論:第一,本文主要探討了顧客導(dǎo)向的影響因素——企業(yè)層面影響因素(結(jié)果控制系統(tǒng),活動控制系統(tǒng),能力控制系統(tǒng)),團隊層面影響因素(團隊網(wǎng)絡(luò)密度)和個人層面的影響因素(促進焦點和預(yù)防焦點)對功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向的不同影響。經(jīng)過假設(shè)檢驗發(fā)現(xiàn),功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向有其共同的影響因素——活動控制系統(tǒng),能力控制系統(tǒng),團隊網(wǎng)絡(luò)密度,促進焦點和預(yù)防焦點。也有其獨特的影響因素,結(jié)果控制系統(tǒng)只正向影響功能型顧客導(dǎo)向,而與關(guān)系型顧客導(dǎo)向無關(guān)。第二,功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向都會對銷售績效產(chǎn)生正向影響。以往有學(xué)者探討了功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向需要結(jié)合顧客的溝通風(fēng)格(是任務(wù)型還是關(guān)系型)和產(chǎn)品個性化,重要性等特征進行選擇,這些研究重點探討功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向在什么情境下更有利于顧客忠誠的提升。而本研究在這些研究的基礎(chǔ)上,探討如果企業(yè)根據(jù)顧客的溝通風(fēng)格(或偏好)或者產(chǎn)品特征等因素確定了更適合實行何種顧客導(dǎo)向時,企業(yè)需要采取何種措施促成銷售人員采取這種顧客導(dǎo)向。本文通過對三種影響因素的探討,幫助企業(yè)決定何種措施有利于提升功能型顧客導(dǎo)向,而何種措施有利于提升關(guān)系型顧客導(dǎo)向。第三,本文還研究了功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向的中介效應(yīng)。經(jīng)過假設(shè)檢驗發(fā)現(xiàn),功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向的中介效應(yīng)有其共同的影響因素——能力控制系統(tǒng)和網(wǎng)絡(luò)密度。即功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向在能力控制系統(tǒng)、網(wǎng)絡(luò)密度與銷售績效之間都發(fā)揮中介作用。功能型顧客導(dǎo)向和關(guān)系型顧客導(dǎo)向也有其獨特的中介效應(yīng)。功能型顧客導(dǎo)向在結(jié)果控制系統(tǒng)、活動控制系統(tǒng)、預(yù)防焦點與銷售績效之間關(guān)系中發(fā)揮中介作用,關(guān)系型顧客導(dǎo)向在促進焦點與銷售績效之間發(fā)揮中介作用。第四,對452份銷售人員的有效問卷進行分析后結(jié)果顯示,在網(wǎng)絡(luò)環(huán)境下,顧客導(dǎo)向的重要性非常顯著,而不同類型的顧客導(dǎo)向可以更好地適應(yīng)于不同的情境。關(guān)鍵在確定了顧客導(dǎo)向類型后,企業(yè)要想更好地提升銷售績效,需要在企業(yè)內(nèi)部采取措施迎合這種顧客導(dǎo)向,而本研究主要目的便是幫助企業(yè)決定何種措施有利于銷售人員形成企業(yè)所需的顧客導(dǎo)向,而這對于企業(yè)的發(fā)展也是大有裨益的,也能幫助企業(yè)和銷售人員更好地滿足當(dāng)今網(wǎng)絡(luò)環(huán)境下顧客的需求,促進企業(yè)的發(fā)展。
[Abstract]:The development of the Internet not only makes the customer access to information more convenient, more important is to change the mode of competition. The network era not only many commercial enterprises came into being, traditional industries are also catering to the development of the times, to participate in the "Internet plus" trend. The network environment changing consumer shopping habits and access to information, Consumers can collect comprehensive information about products and services at a lower cost and make the best choice under sufficient comparison. The change in the purchase pattern also brings about the change of the enterprise. The enterprise needs to rearrange and establish the customer oriented service concept and the service process. Although in any external environment, customer oriented The essence of the core will not change qualitatively. However, under the different environmental conditions, the content and the form of expression will show a great difference. The network environment has changed the marketing mode of the enterprise and the mode of people's consumption behavior. In the network environment, the customer oriented line has the characteristics of heterogeneity, which is reflected in the span of time. There are five aspects of space, invisibility, low cost and convenience, variability and efficiency. The network environment makes the competition between enterprises more intense. Compared with the traditional environment, the importance of customers is more prominent. The competition among enterprises is more about how to meet the needs of customers better, and the importance of customers also leads to the sales of people under the network environment. The role of a member is more important than ever. The customer orientation theory is a "customer centered approach" that emphasizes business management to focus on customer preferences, needs and satisfaction. Research has been active on customer oriented concepts, definitions, content, measurement methods, and customer orientation in the business, survival and development of the enterprise. However, there have been few studies on customer oriented factors, such as the problem of the antecedent variables, how they affect the performance of the enterprise and how the mechanism affects the mechanism, especially the type of customer oriented behavior in marketing. The knowledge of its antecedents and consequences is lacking. The concept of customer orientation is broader, although there are also studies on the classification of customer orientation and the impact of different types of customer orientation, but there is little research on the influencing factors of different types of customer orientation. In the network environment, the enterprise wants to win the market competition, Not only needs to carry out customer orientation, but also needs to encourage employees to produce appropriate customer orientation in different situations, so the classification of customer orientation and the discussion of its influencing factors are more conducive to catering to the needs of today's personalized and complex customers, and can help enterprises to more accurately meet the personalized needs of customers and thus enhance the enterprise. This paper makes up for the present situation of the shortage of customer oriented classification research, divides customer orientation into functional customer orientation and relational customer orientation, and discusses the influence factors of two kinds of customer orientation. Functional customer orientation is defined as a set of task oriented behavior that can help customers to make full intention of purchase decisions. Task orientation may make customer employee interaction gain functional income. Relational customer orientation is defined as a series of behavioral patterns intended to establish relationships with customers, emphasizing the establishment of relationships with customers, which may enable customer employee interaction to gain social benefits. This research adopts a combination of qualitative and quantitative research. The relationship between different types of customer orientation and its influencing factors and sales performance is systematically analyzed. Based on the theory of customer orientation in marketing and consumer behavior, the theory of control system, the theory of regulation focus, the theory of network density, and so on, the research framework of the customer oriented antecedent variables and intermediary effects is established. In this paper, the interactive model and mechanism of "antecedent variables - customer orientation - sales performance" are discussed. Based on the study method of grounded theory, this paper explores the influence factors of different types of customer orientation under the network environment, and constructs the initial conceptual model of the customer oriented influence factor of the salesman. According to the corresponding research hypothesis, 800 sales personnel of 50 enterprises in Jiangsu province are investigated by questionnaire, 452 copies of effective questionnaires are recovered, data analysis is carried out by structural equation model, and the theoretical models of this study are verified. The main conclusions are as follows: first, the influence of customer orientation is mainly discussed in this paper. Factor - enterprise level impact factors (result control system, activity control system, ability control system), team level influence factors (team network density) and individual level influence factors (promoting focus and prevention focus) on functional customer orientation and relational customer orientation. After hypothesis testing found, functional customers Oriented and relational customer orientation has its common influence factors - activity control system, capability control system, team network density, focus and prevention focus. It also has its own unique influence factors. The result control system only affects the functional customer orientation, but has nothing to do with the customs oriented customer orientation. Second, functional customer orientation and The relationship type customer orientation has a positive impact on the sales performance. Previous scholars have discussed the selection of functional customer orientation and relational customer orientation in combination with customer communication style (task type or relationship type), product individualization, importance and other characteristics. These studies focus on functional customer orientation and relationship type. In what context, customer orientation is more conducive to customer loyalty. On the basis of these studies, this study explores what measures the enterprise needs to take if the enterprise is more suitable for what customer orientation is based on the customer's communication style (or preference) or product characteristics. Through the discussion of three influencing factors, this paper helps enterprises determine what measures are beneficial to the promotion of functional customer orientation, and what measures are beneficial to the promotion of relational customer orientation. Third, this paper also studies the intermediary effect of functional customer orientation and relational customer orientation. After hypothesis testing, functional customer guidance is found. The mediating effect of the customer oriented and relational customer has its common influence factors - the capability control system and the network density. That is, the functional customer orientation and the relational customer orientation in the capacity control system, the network density and the sales performance are both mediating. The functional customer guidance and the relational customer orientation also have their own unique Intermediary effect. Functional customer orientation plays an intermediary role in the relationship between result control system, activity control system, prevention focus and sales performance. Relational customer orientation plays a mediating role between promoting focus and sales performance. Fourth, the results of an effective questionnaire for 452 sales personnel show that in the network environment The importance of customer orientation is very significant, and the different types of customer orientation can be better adapted to different situations. The key is to improve the sales performance after determining the type of customer orientation. The enterprise needs to take measures to meet the customer guidance in the enterprise. The main purpose of this study is to help the enterprise to decide. What measures are beneficial to the sales personnel to form the customer orientation needed by the enterprise, which is also of great benefit to the development of the enterprise, and also helps the enterprises and the salesmen to better meet the needs of the customers in the current network environment and promote the development of the enterprises.

【學(xué)位授予單位】：江蘇大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2017
【分類號】：F274
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本文編號：1850976