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本文以关系质量理论为基础,按照品牌关系的形成—品牌关系质量—品牌关系绩效的研究框架,构建了一个消费者品牌关系模型。用手机购买和手机卡选择代表制造业和服务业,以及品牌竞争程度和品牌转换障碍的不同情境,并利用来自同一样本的手机购买和手机卡选择的两组调查数据,分别对这个模型进行了实证。研究结果表明,制造业和服务业之间品牌关系的基本结构相同,但品牌关系的作用机制存在明显的差异。研究结果的启示方面,提示管理实践中应当正确处理交易营销与关系营销的关系,以及要根据服务业消费的特点获取有效的竞争优势。
Based on the theory of relationship quality, this paper constructs a consumer brand relationship model based on the research framework of brand relationship-brand relationship quality-brand relationship performance. Using Mobile Phones and Mobile Phones to Identify Different Scenarios for Manufacturing and Services, as well as Brand Competition and Brand Transition Barriers, and using two sets of survey data from the same sample mobile phone purchase and mobile phone card selection, Empirical. The results show that the basic structure of brand relationship between manufacturing and service industries is the same, but the mechanism of brand relationship has obvious differences. In the aspects of enlightenment of the research results, it is suggested that the relationship between transaction marketing and relationship marketing should be correctly handled in management practice, and an effective competitive advantage should be obtained according to the characteristics of service consumption.