论文部分内容阅读
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 enterprises shift their business thinking centering on market orientation and customer orientation, customer integration in the process of supply chain integration becomes more and more dominant. Procurement, marketing, sales, and service all require businesses and customers and partners to have personalized, timely contact at multiple points of contact, optimizing access to channels for their preferences, predicting customer behavior and taking action Maintain customer loyalty. Based on the theory of customer integration in the enterprise supply chain and the two-stage model of network relationship trust establishment, this paper explores the impact mechanism between the value of customer relationship learning and cooperative relationship through the sample data of 175 enterprises of Haier Group’s distributors . The study found that customer relationship learning has a significant direct positive impact on relationship trust and cooperation. Relationship trust and cooperation have a direct positive impact on the value of cooperation, and the effect of collaboration on relationship value is more important.