【作者】 毛姣艳；

【导师】 邵景波；

【作者基本信息】 哈尔滨工业大学 ， 国际贸易学， 2009， 硕士

【摘要】 市场竞争的加剧和顾客在市场中权力地位的变化,使顾客的市场主导地位越来越明显,这一变化直接导致企业竞争的焦点从以产品为中心转向以顾客为中心,顾客被当作一种特殊的资源进行管理,因此,顾客资产理论的相关问题成为营销领域的研究热点,营销学者们分别从顾客资产的驱动要素、测量和提升等方面对顾客资产进行了广泛而深入的研究。顾客资产管理的目的在于获得顾客资产价值的提升,这就要求必须从驱动要素入手,探寻提升顾客资产的途径和策略,然而,在不同文化背景下,各驱动要素对顾客资产的影响是存在差异的。综上所述,本文关于文化对顾客资产驱动要素影响的研究在跨文化顾客资产管理方面具有重要的理论和现实意义。本文首先梳理了国内外有关顾客资产和文化理论的相关研究成果,简要分析了顾客资产营销理论产生的过程和顾客资产的特性,在此基础上,详细分析了顾客资产四维驱动要素。其次,在分析了文化的内涵和特性的基础上,详细论述了Hofstede的文化维度理论,采用个人主义与集体主义、权力距离、不确定性规避、男性化与女性化及长短期取向五个维度来分析文化对顾客资产驱动要素的影响并提出研究假设。最后,依据理论分析构建概念模型,利用调查问卷获得数据,采用结构方程模型进行分析,根据LISREL软件计算得出的路径系数,对研究假设进行了验证,对实证结果进行了评价。本文采用的研究方法主要有理论推导、问卷调查和结构方程模型分析,主要工具为SPSS13.0和LISREL8.70软件。另外本文采用两阶段法对研究模型进行结构方程分析:第一阶段对每个研究变量及其度量指标进行信度与效度分析,确定各个研究变量的信度和效度水平;第二阶段是在第一阶段的基础上再运用LISREL8.70软件进行结构方程分析。研究结果将为企业跨文化顾客资产管理提供一定的理论依据,为后续的深入研究奠定一定的基础。更多还原

【Abstract】 The fierce competition and customers’right changing make customers in a position of authority, all of these generate the marketing theory“regarding customer as the center”gradually deepened in the hearts of the people as the replacement of the concept of“regarding product as the center”. Therefore, customers are managed as a special kind of assets, namely“Customer Equity (hereafter, CE)”.The relevant questions have become hot spots in the field of marketing. Marketing scholars have carried out studies on customer equity driving factors, measurement and promotion widely and deeply. While the real essence of customer equity management is to increase CE value, which has to be preceded with CE driving factors, seeking the approach and strategy of reinforcing CE. However, each driving factor influences CE diversely against different cultural backgrounds. In sum, study on the influence of CE driving factors affected by culture is of great theoretical and practical meaning in cross-culture customer equity management.Firstly, this paper has combed the domestic and foreign concerned CE and culture theories. The process of customer equity marketing theory coming to being and its feature are analyzed briefly. In addition, this paper analyzes CE driving factors in detail. Secondly, on a basis of culture denotative meanings and characteristics analysis, we discuss culture dimension theory in detail and adopt Individualism and Collectivism, Power Distance, Uncertainty Avoidance, Masculinity and Feminity, Long-term and Short-term Orientation to analyze its effects on CE driving factors one by one, then propose research hypotheses. Finally, constructing conceptual model based on the theoretical analysis, acquiring data through questionnaire investigation, consulting the path coefficient that calculated by LISREL. After the process and analysis of survey data through structure equation modeling, the empirical results are shown. Then the former hypotheses are validated and estimated. This paper’s research methods are theoretical derivation, questionnaire investigation and structure equation modeling. The main tools are SPSSl3.0 and LISREL8.70 software. Moreover, we adopt two phases method to study model by structure equation modeling, and adjust the measure indexes until attaining ideal reliability and validity levels, the second stage, using LISREL8.70 to analyze model. This achievement will provide theoretical basis for cross-culture customer equity management and it will lay a foundation for further study.更多还原