作　　者： ; ; ;

机构地区： 华侨大学工商管理学院

出　　处： 《华侨大学学报（哲学社会科学版）》 2015年第2期61-70,共10页

摘　　要： 随着企业向以市场导向和顾客导向为中心的经营思维转变,在企业供应链整合过程中的客户整合越来越占据主导地位。从采购、营销、销售到服务,都需要企业与客户及合作伙伴在多个接触点开展及时的个性化交流,针对他们的偏好而优化渠道的接入模式,通过预测客户的行为并采取措施而保持客户的忠诚度。基于企业供应链中有关客户整合的有关理论,以及网络关系信任建立的两阶段模型,通过对海尔集团的分销商的175家企业样本数据,对客户关系学习与合作关系价值之间影响机制进行探讨。研究发现:客户关系学习对关系信任和协同合作有显著的直接正向影响,关系信任和协同合作对合作关系价值有直接的正向影响,而协同合作对关系价值的作用更重要。 As the management idea of enterprises turned to market orientation and clients orientation as center, the clients reorganization becomes more and more important in the reorganization of supplies chains of enterprises. From purchasing to marketing and from selling to service, the individual communication in time is need in many situations between enterprises and clients or cooperative partners. We need to improve the communicative ways in accordance with the clients partiality and take measures by projecting the clients behavior in order to maintain the clients loyalty. Based on the related theories a- bout clients reorganization and the patterns of net relations in trust of two periods and the sample data of 175 sale agencies of Haier Group company, this paper discussed the influenced mechanism between clients relations learning and cooperative relations value and found that the clients relations learning has a positive influence to the relations believing and cooperation, and the relation believing and cooperation have a positive influence to the relation value in cooperation, but the cooperation is more important than the relation value.

关 键 词： 关系学习 关系信任 协同合作 关系价值

领　　域： [经济管理]