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“情理营销”与“法理营销”:中国营销理论发展过程中若干问题思考 总被引:1,自引:0,他引:1
从中美文化价值体系和行为规范的差异出发,沿着"坐‘井’观‘天’—‘水’中捞‘月’—探‘囊’取‘物’—‘管’中窥‘豹’"的思路,探讨情理营销与法理营销的理论概念。在此基础上,探讨该概念对跨文化背景下的营销研究所具有的借鉴意义,以及中国营销理论发展过程中的若干问题。 相似文献
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"关系营销是对传统营销理论的革命"质疑 总被引:3,自引:1,他引:3
关系营销被认为是对传统营销理论的一次革命.其实不然!关系营销与传统营销(交易营销)之间虽有一定的差异,但并无本质的区别,它们在基本属性、运作原则、相互关系、应用范围、赢利模式和服务理念等许多方面,有着紧密的联系.传统营销是关系营销的基础,关系营销则是传统营销的衍生和拓展.二者相互渗透,相互兼容,既不是两种对立的营销模式,更不是一场营销理论上的革命. 相似文献
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Dawn Burton† 《英国管理杂志》2005,16(1):5-18
There have been concerns about the slow pace of theory development inside and outside of marketing for a number of years. Rarely have some of the possible reasons for this lack of development been considered, or an assessment of the ways in which a more theoretically driven focus might emerge been discussed. This paper addresses these gaps in the current debate. Potential difficulties have emerged as a result of a lack of theorists, lack of theory courses, business school strategies and misguided perceptions of practitioner-oriented research amongst other things. Suggestions for future action to drive a more theoretically driven marketing are proposed. 相似文献
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The improvement of product and service quality has been widely discussed in the literature as an appropriate competitive strategy for achieving sustainable competitive advantage. However, neither the linkage between competitive strategy and quality, nor the role of marketing in the implementation of quality-based competitive strategy, has received detailed attention in the marketing and strategy literatures. This paper explores the interface between marketing and quality management in seller organizations, by developing a contingency model of quality strategy. This model is grounded in the literatures of marketing, strategy and quality management, and the perceptions of managers uncovered in exploratory interviews. 相似文献
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本文以交易成本理论等为理论基础,应用AMOS 24.0软件对660份问卷数据进行结构方程建模分析,探讨了营销渠道中的合同治理(合同详尽性、合同监督)、渠道公平(分配公平、程序公平)与依赖对经销商角色外利他行为的影响。研究表明:第一,合同的详尽性、经销商的合同监督对其感知的分配公平、程序公平均有显著的正向影响;第二,经销商感知的分配公平、程序公平对其角色外利他行为均有显著的正向影响;第三,经销商依赖会增强分配公平对角色外利他行为的正向影响,减弱程序公平对角色外利他行为的正向影响。第四,合同详尽性和合同监督通过分配公平、程序公平促进经销商的角色外利他行为。 相似文献
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A growing number of professionals use online social networks (e.g., Xing or LinkedIn) for business reasons by specifically promoting themselves. Especially executives and entrepreneurs use business social networks as a marketing tool in order to manage their business contacts and, thus, positioning themselves as a brand. Using on Keller’s (1993) customer-based brand equity model, we focus on the special behavior of entrepreneurs in such social networks. Based on the a large data set from a leading social network, we empirically analyze whether entrepreneurs act differently than other users and whether this strategy pays off. Based on a SUR model, we determine what the drivers for entrepreneurs’ profile views and contacts are. The results show that entrepreneurs focus on communicating their intentions and competencies and engage actively in the community. Especially participating in user groups and attending community events are key drivers for success. 相似文献
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中国营销渠道中关系营销导向对企业关系型治理的影响 总被引:1,自引:0,他引:1
基于关系营销理论及渠道行为理论,以中国营销渠道中制造商与经销商之间的关系为研究对象,检验了制造商的关系营销导向(RMO)、企业间的私人关系状态和组织间关系之间的互动以及它们对关系型治理的影响.研究发现,在中国营销渠道中,①RMO的强弱对企业与其渠道伙伴共同制订计划没有影响,但会通过企业与其渠道伙伴的私人关系状态和组织间关系状态的中介作用对共同解决问题产生正向影响;②RMO对私人关系和组织间关系均存在显著正向影响,私人关系对RMO与组织间关系产生中介作用;③私人关系和组织间关系会对关系型渠道治理的共同解决问题有显著正向影响,私人关系对组织间关系与关系型治理机制有中介作用;④关系型治理无法抑制投机行为. 相似文献
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Jeffrey C. Shuman 《Long Range Planning》1974,7(6):68-73
This article focuses upon the impact of marketing on the corporate planning process in the air transport industry. The literature of consequence to marketing, corporate planning, and airline planning is synthesized into a normative planning structure and a framework of marketing dimensional elements. 相似文献
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Participating successfully in the Single European Market as in any other competitive business situation depends on an adequate supply of managerial and specialist skills.Together with the issue of recognising, employing and integrating women experts and executives as a highly qualified resource, a strategic approach is established for managing personnel. Five steps towards a marketing strategy for women — as well as men — employees are discussed. 相似文献