Document Type

Working Paper

Department/ Unit

David C. Lam Institute for East-West Studies

Abstract

现今营销的重点已经从传统的交易营销转向了关系营销。许多研究结果表明,实施关系营销的企业可以获得持续的竞争优势。而关系质量作为关系营销研究中至为重要的核心领域,其相关的研究也正在日益蓬勃的发展。随着企业间合作的日益增加,合作企业间的关系质量也开始受到人们更多的关注。而国内的高新技术行业的产品认知周期很长,技术维护和售后服务要求高。这使得资源缺乏的中小企业努力维护与交易企业的关系变得越来越重要。该如何选择关系质量以及带来的关系结果对于他们的发展非常有意义。 本文通过对关系营销、关系质量及其因果关系的相关理论进行了详细的回顾与分析,寻找出现有研究的不足与限制。综合考虑高新技术中小企业的营销特点与现状,创新地提出了以具有中国传统商业文化的人际关系、关系变量中的关系投资作为观测的决定因素变量,以及基于卖方企业考虑选取信息共享与合作作为关系结果。在建立研究架构后,通过小规模的11家企业的深度访谈对模型及问卷的设计作为简单的验证和修正,保证问卷的有效性。此后,发放修正后的问卷共180份,回收107份,有效问卷103份。运用Baron and Kenny(1986)所提到的方法来进行数据分析,确定了在高技术中小企业中,信任和承诺依然是关键的中间调节变量,确定了技术能力、人际关系、关系投资、沟通、共同价值观作为高技术中小企业关系质量的决定因素,信息共享和合作为关系结果,并提出进行一系列的关系营销策略建议。 Marketing today has shifted the focus on from the traditional marketing to relationship marketing. Many research findings show that business practicing relationship marketing can attain sustainable competitive advantage. As the core area of relationship marketing, the research about relationship quality is also developing. With the increase of the cooperation between the enterprises, people begin to pay much more attention to relationship quality of enterprises. In the high-tech industry, the product life cycle is very long, technical maintenance and after-sales service demands are greatly needed. That becomes more and more important for SMEs which are lack of resources to maintain the relationship with the enterprises. How to determine the quality and assess the results of the relationship are very important to the development of SMEs. Based on detailed literature review and analysis of relationship marketing, relationship quality and relationship outcomes, the inadequacy and limitations of existing research studies are identified. The paper used the general model as the base and considered the characteristics and status of high-tech SMEs marketing. And human relations of Chinese traditional culture and relationship investment as the determining factors and selected information sharing and cooperation as relationship outcomes. To develop the conceptual framework, I undertook small-scale in-depth interviews with 11 high-tech SMEs. Based on the exploratory research results, the model and questionnaire were amended. Since then, I sent out a total of 180 questionnaires and received107, only 103 were valid. In the process of analyzing the data, I used Baron and Kenny’s(1986) approach to verify the mediating effects. As a result, the paper identified interpersonal relationships, relationship investment, communication, sharing values as the determining factors of relationships quality. Trust and commitment were the key mediating variables. And sharing information and cooperation were the outcomes for high-tech SMEs. Finally, the paper gave some relationship marketing strategy recommendations. For example, they should establish joint relationship strategy.

Publication Year

2008

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