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论文编号：	12245
作者编号：	1120170889
上传时间：	2020/12/18 9:56:04
中文题目：	B2B情境下顾客契合的影响因素及对供应商绩效的作用机制研究
英文题目：	Research on Influencing Factors of Customer engagement and Effect Mechanism on Supplier Performance in B2B Context
指导老师：	李桂华
中文关键字：	B2B顾客契合；营销能力；动态能力；供应商绩效；
英文关键字：	B2B customer engagement: Marketing capability: Dynamic capability: Supplier performance
中文摘要：	随着市场竞争的加剧，越来越多的企业认识到契合营销比关系营销能带来更多益处，如更低的营销成本、更多的营销收益和更高的营销效率。顾客契合已成为企业获取竞争优势、提升企业绩效的重要途径。尽管顾客契合带来的积极效用在产业市场中也同样有所表现，但学术界针对B2B情境下顾客契合的研究却刚刚起步，缺乏系统的理论研究探讨，无法有效回答产业市场中顾客契合的驱动因素有哪些，以及顾客契合如何作用于供应商绩效等问题。基于此，本文采用定性和定量相结合的混合研究设计，对B2B情境下顾客契合的影响因素及对供应商绩效的内在作用机制展开研究。 首先，本研究采用扎根理论的研究方法对B2B情境下顾客契合的影响因素进行了探索性研究。研究过程中，除了对筛选的样本进行深度访谈获取一手资料，还结合二手资料收集方法获取详细的数据资料。经质性研究发现：B2B情境下顾客契合的影响因素可归纳为顾客视角和企业视角，其中基于顾客视角下的影响因素包括顾客准备和渠道质量，顾客准备包含了顾客感知价值和顾客感知能力，渠道质量包括渠道信任和渠道承诺；基于企业视角的影响因素包括供应商品牌功效表现和企业品牌声誉。 其次，本研究基于扎根理论的探索性研究结论，进一步实证检验不同驱动因素对顾客契合的影响。研究者依据相关理论，构建出B2B情境下顾客契合的影响因素模型，随后通过大样本数据检验模型的科学性。经实证研究发现：B2B情境下顾客感知价值和顾客感知能力对顾客契合具有正向显著的影响；渠道信任和渠道承诺对顾客契合具有正向显著的影响；供应商品牌功效表现和企业品牌声誉对顾客契合具有正向显著的影响。 最后，本研究立足于探讨B2B情境下顾客契合对供应商绩效的内在作用机制。研究者在文献研究的基础上对涉及到的相关概念进行界定，并依据相关理论对变量间的关系展开理论推演构建理论模型，随后通过大样本数据进行实证检验。经实证研究发现：顾客契合对供应商的整合能力、学习能力和创新能力具有正向显著影响；同时，供应商的整合能力、学习能力和创新能力对供应商绩效具有正向显著影响；顾客契合对供应商绩效具有正向显著正影响；供应商的整合能力、学习能力和创新能力分别在顾客契合与供应商绩效间起到部分中介作用。 本研究帮助研究者们加深了对B2B情境下顾客契合的系统化认知，深化了产业市场中顾客契合对供应商绩效影响的内在作用机制。研究结论不仅丰富了顾客契合理论，还能指导供应商企业根据自身资源激发和调整顾客契合战略，从而获取竞争优势提升企业绩效。
英文摘要：	With the intensification of market competition，more and more enterprises realize that engagement marketing can bring more benefits than relationship marketing，such as lower marketing cost，more marketing revenue and higher marketing efficiency. Customer engagement has become an important way for enterprises to gain competitive advantage and improve their performance. Although the positive effect of customer engagement is also shown in the industrial market，the research on customer engagement in the context of B2B is still in its infancy，lacking of systematic theoretical research and discussion，and unable to effectively answer the driving factors of customer engagement and how customer engagement affects supplier performance. Based on theoretical development and practical needs，this paper adopts a hybrid research design combining qualitative research and quantitative research to study the influencing factors and mechanism of customer engagement in B2B context. Firstly, this research adopts the method of grounded theory to conduct exploratory research on the influencing factors of customer engagement in B2B context. During the research, in-depth interviews were conducted on selected samples to obtain primary data, and detailed data were obtained by combining the methods of secondary data collection. Qualitative research finds that the influencing factors of customer engagement in B2B context can be summarized as customer perspective and enterprise perspective. Based on the customer perspective, the influencing factors include customer preparation and channel quality, customer preparation includes customer perceived value and customer perceived ability, and channel quality includes channel trust and channel commitment. The influencing factors based on the perspective of enterprise include supplier brand efficacy performance and enterprise brand reputation. Secondly, based on the exploratory research conclusions of grounded theory, this study further empirically tested the influence of different drivers on customer engagement Based on relevant theories, the researcher constructed the influencing factor model of customer engagement in B2B context, and then tested the scientific nature of the model through large sample data. Empirical research shows that customer perceived value and customer perceived ability have a positive and significant impact on customer engagement in B2B context. Channel trust and channel commitment have a positive and significant influence on customer engagement. Supplier brand efficacy and enterprise brand reputation have positive and significant influence on customer engagement. Finally, this study is based on the internal mechanism of customer engagement on supplier performance in B2B context. On the basis of literature research, the researcher defined the relevant concepts involved, developed theoretical deduction for the relationship between variables and built a theoretical model based on relevant theories, and then carried out empirical test with large sample data. The empirical research shows that customer engagement has a significant positive impact on the integration ability, learning ability and innovation ability of suppliers. At the same time, the integration ability, learning ability and innovation ability of suppliers have a significant positive impact on supplier performance. Customer engagement has a positive and significant positive effect on supplier performance. Supplier's integration ability, learning ability and innovation ability respectively play a part of intermediary role between customer engagement and supplier performance. This study helps researchers deepen the systematic cognition of customer engagement in B2B context，and deepens the internal mechanism of the impact of customer engagement on supplier performance in the industrial market. The research results not only enrich the customer engagement theory，but also guide the supplier enterprises to adjust and implement the customer engagement strategy，so as to obtain competitive advantage and improve enterprise performance.
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