顾客导向对渠道创新绩效影响-嵌入关系与商业联系调节作用word格式论文.docxVIP

优秀毕业论文 精品参考文献资料 摘 要 近几年来，研究者们就两种不同的顾客导向——前瞻型顾客导向与响应型顾 客导向——对企业绩效影响进行了深刻的探讨。研究结论显示，虽然前瞻型顾客 导向与响应型顾客导向对企业绩效产生正向作用，但在不同的情景下两种顾客导 向所得到的结果是不同的。本文将“顾客视角”收回到渠道情景下与生产商产生 直接互动的经销商上面，研究了两种顾客导向对生产商所能取得的渠道创新绩效 的影响。此外，本文试图揭示顾客导向影响渠道创新绩效的机制，创造性地引入 了嵌入关系与商业联系作为与顾客导向交互的变量，考察这种交互机制对渠道创 新绩效的影响。结果表明，嵌入关系对前瞻型顾客导向与渠道创新绩效之间关系 时的调节作用是负向的；而调节响应型顾客导向时为正。商业联系对响应型顾客 导向与渠道创新绩效之间关系进行调解时具有负向作用。本文研究结果表明，企 业需根据自身与下游经销商之间的互动方式、行为模式选择实施何种顾客导向， 且顾客导向的选择与实施与不同关系的种类作为调节变量进入时对渠道创新绩 效产生的影响是不同的。这将提醒企业更好地审时度势，准确地选择信息源与解 决问题的方法，以达成更好的渠道绩效。 关键词：前瞻型顾客导向，响应型顾客导向，渠道创新绩效，嵌入关系，商业联 系，调节作用 Abstract In recent years, researchers have been working on the impact of two different customer orientations - Proactive customer orientation and responsive customer orientation - on the enterprise performance. There are pretty many studies showing that two kinds of customer orientation do produce positive effect on enterprise performance, but these two different customer orientations will play different role according to different situations. This article attempts to ―narrow‖ the customer perspective, which means we only focus on direct channel interaction between one manufacture and a specific dealer, and this kind of customer orientation’s effect on channel innovation performance. In addition, this paper try to reveal the mechanism that how different customer orientations impact on channel innovation performance. We creatively introduced embedded ties and business ties as moderators, examining the interaction effect of moderators and customer orientation on channel innovation performance. The results show that while embedded ties interact with proactive customer orientation, its effect on channel innovation performance is negative; if it comes to responsive customer orientation, the effect will be positive. Interaction between business ties and responsive customer orientation will negatively affect channel innovation performance. The results of this study indicate that companies should carefully examine their behavioral patte