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標題: 影響合作意願的行銷要素結構-以中國運動用品供應商為例
The influence of marketing factors on cooperation intention-using a sport product brand in China as an example
作者: Ching-Yu Huang
關鍵字: B2B
marketing factors
cooperation intention
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摘要: According to National Bureau of Statistics of the People's Republic of China, the wholesale value of sports appliances in 2008 had doubled that in 2007. The Beijing Olympic Games promoted the sports habit and made the sport industries restructure and develop rapidly. This would also result in significant increment in the value of output and considerable expansion in the economic scale. In this dynamically growing market, it is of interest to study the contribution of relationship management. After conducting a questionnaire survey, we use correlation analysis and canonical correlation analysis to explore the correlation among multiple marketing strategies and reveal their influence to customers' intention in cooperation. This research discovers that the effect tie strength is insignificant to the customers' cooperation. Customers' words and actions seem inconsistent. And they care the degree of information transparency very much. The price competition is extremely fierce in this market. This study suggests the suppliers to set up information sharing platform to facilitate the communication with customers and obtain the first-hand information as quickly as possible. In order to maximize the marketing effectiveness, the enterprise should redistribute the budget to their critical activities which will create a win-win situation for the enterprise and the channel partners.
根據中華人民共和國國家統計局的統計,2008年運動用品銷售額較2007年成長近一倍,值此北京奧運會之契機,中國一般民眾運動風氣大幅提升,進而帶動運動產業轉型,促使運動產業快速發展,產值大幅提升且規模也持續擴大,然而中國的市場品牌過多、屬性過雜、市場龐大,能否藉由關係管理以強化企業競爭力乃是值得深思探究之議題。本研究透過個案研究,以中國運動用品供應商為例,藉由問卷調查以蒐集產業內部資訊,並使用相關分析、典型相關分析等統計方法,以標的公司的現有客戶作為研究對象,嘗試探討B2B的行銷策略所發展之雙向關係對顧客未來合作意願之影響。 本個案研究發現:(1)關係強度並無顯著相關;(2)客戶存在心口不一之現象;(3)客戶高度重視資訊透明化的程度。中國市場價格競爭普遍,本研究建議若能設置資訊分享平台,便於與客戶溝通且迅速取得第一手相關資訊,將有助於配置預算,如此方可讓行銷效能發揮至極致,進而與客戶間達到雙贏互惠之效果。
文章公開時間: 2018-06-17
Appears in Collections:行銷學系所



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