应用“扎根理论”对营销假说的验证  

Testing for Marketing Hypotheses by Grounded Theory

作　　者：于建原[1] 李清政[1] 

机构地区：[1]西南财经大学工商管理学院

出　　处：《财贸经济》2007年第11期65-70,117,共7页Finance & Trade Economics

基　　金：本文属于国家自然科学基金立项课题"营销能力对企业自主创新影响研究"(批准:70772117)中"营销创新研究"成果。

摘　　要：本文应用扎根理论对顾客定制意愿进行了研究。其意义在于证明"顾客是否清楚自己的需要"的营销假说。通过研究,提炼出顾客定制意愿受创新倾向、个人能力、产品特征、定制成本、企业能力5个因素的影响。由于这5个因素较为普遍影响现实社会消费者对产品定制的意愿,由此可等价性递推证明顾客清楚自己的需要。因此,建立于"顾客不清楚自己需要"营销假说之下的管理营销将不再是能适应后工业社会的营销范式。This paper is to research customer's intention to customize by grounded theory.The significant contribution lies in testifying the marketing hypotheses whether customers know what their want.This paper refines five fac- tors affecting customers' intention to customize,which include the innovation tendency,individual ability,the product characteristic,the customize cost and the enterprise capability.They are commonly found in cus- tomers' willingness for accepting products.So these can equivalently prove that the customers know what their want clearly.According to this conclusion,the management marketing,which is under the marketing hypothe- ses that the customers don't know what their want,is not adapt to the post-industry society.

关 键 词：营销假说 反应营销 扎根理论 顾客定制 

分 类 号：F713.50[经济管理—市场营销]