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论文编号：	6509
作者编号：	2120122566
上传时间：	2014/6/12 21:53:33
中文题目：	互联网企业市场创新的双元策略对顾客忠诚度的影响研究——以移动终端APP用户为例
英文题目：	Research concerning the Effect of Internet Enterprises’ Dual tactics of Marketing Innovation on Customer Loyalty——Taking Customers of APPs in Mobile Terminals as Example
指导老师：	许晖
中文关键字：	市场创新;双元性;顾客感知价值;顾客忠诚;互联网企业
英文关键字：	Marketing innovation; Ambidexterity; Customer perceived value; Customer loyalty; Internet enterprises
中文摘要：	随着互联网、移动终端及通讯技术的快速发展，移动互联网逐渐成为众多互联网公司争相关注的新战场。于此同时，移动终端APP也迎来了更多的机遇。然而，随着企业间竞争的不断加剧，加之产品同质化、山寨现象日益泛滥及严重，市场竞争规范的未完善，开发成本升高等因素的出现，互联网企业必须将市场创新作为其重点关注对象。对于消费者而言，面对同质化的产品及服务，顾客感知价值会受到严重影响，进而影响到用户的忠诚度，这最终动摇到那些以“流量+粘性”为生存根基的互联网企业。以移动终端APP的用户为例，互联网企业市场创新的双元型策略与顾客感知价值及满意度之间有何联系，它对顾客忠诚的作用路径又是怎样？研究这个问题具有十分重要的理论意义及现实意义。 本文通过对顾客忠诚及双元性的国内外相关文献进行回顾及梳理总结，首先探究了市场创新的双元型策略对顾客忠诚的影响路径，即：市场创新的双元型策略对顾客忠诚产生影响时，顾客感知价值是否起到中介变量的作用；其次，本文也探究了相关变量的调节作用，即：信任和转换成本在市场创新的双元型策略与顾客忠诚关系中是否作为调节变量而发生作用；最终构建了互联网企业市场创新的双元型策略与顾客忠诚关系的逻辑模型。接着以移动终端APP用户为实证研究对象，验证了该模型的准确性，并提出了研究的结论、不足及展望。本文的理论意义在于，以创新、双元性、动态能力、市场营销绩效指标等理论框架为基础，对互联网企业市场创新的双元型策略与感知服务价值及顾客忠诚的关系进行了实证探究，同时引入相关信任及转换成本这两个调节变量，探究了市场创新的双元型策略对顾客忠诚的作用路径。
英文摘要：	With the rapid development of Internet, mobile terminals and communication technologies, Mobile Internet which Internet companies take attention to is becoming a new battlefield. At the same time, APPs in mobile terminals are also take advantages of the more opportunities. However, along with the increased competition between enterprises, product homogeneity, copycat phenomenon, not perfect market competition rules, high development costs and other uncertain factors, Internet enterprise must put marketing innovation as its core. While, for consumers, facing similar products and services, the perceived value and satisfaction are seriously affected and then affects their loyalty. This would eventually affect those Internet enterprises which take “flow + loyalty” as its foundation. Take APPs as an example, what kind of connection between the dual tactics of Internet enterprise’s marketing innovation and customers’ perceived value and satisfaction, and how it affects customer loyalty, to study this problem has an extremely important theoretical and practical significance. This article reviews and summarizes the customer loyalty with the related home and abroad literatures of ambidexterity, finally constructs a logical model of the dual tactics of Internet enterprises’ marketing innovation with customer loyalty. Then, take the users of APPs as the research object, verified the accuracy of this model and put forward the research conclusion, deficiency and prospect. The theoretical significance of this article is, put innovation, ambidexterity, dynamic capability, marketing performance indicators as the framework, studied the relationships between the dual tactics of Internet enterprise’s marketing innovation with customers’ perceived value, satisfaction and loyalty. At the same time, through introducing the related variable, the article explored the effect of dual tactics of Internet enterprise’s marketing innovation on customer loyalty.
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