互动导向、顾客关系与公司绩效——兼论市场环境因素的调节作用  

Interaction Orientation,Customer Relationship and Firm Performance:A Concurrent Discussion on the Moderating Role of Market Environment

作　　者：吴兆春[1] 于洪彦[2] 

机构地区：[1]广州城市职业学院商贸系,广东广州510440 [2]中山大学管理学院,广东广州510400

出　　处：《广东商学院学报》2013年第4期67-72,共6页Journal of Guangdong University of Business Studies

基　　金：国家自然科学基金项目(71172163);广东省自然科学基金项目(10151040504000002)

摘　　要：作为一种新的营销战略,互动导向不是市场导向的简单升级,而是新的营销理念与营销管理实践的结合。其目的是:对顾客的分析从市场细分层面具体到个体顾客层面,并以先进的信息技术对顾客交易进行管理和分析,然后针对个体顾客进行营销活动和分配营销资源,以达到公司价值的最大化。以新兴经济体中国为例的实证研究表明,互动导向、顾客关系与公司绩效之间呈显著正向相关关系,而市场震荡程度、市场竞争强度、技术波动程度等市场环境因素对互动导向与公司绩效之间的关系不存在调节作用。As a new marketing strategy, interaction orientation is not a simple fresh version of market orientation, but an integration of new marketing philosophy and marketing practice. The purpose of interaction orientation is to analyze customers＇ behavior from the level of market segments to individual level, use advanced information technology to manage the trading process, and mine the trading data. What＇s more, interaction orientation can maximize corporate value by scientifically distributing marketing resources. Based on the context of emerging economies like China, it finds the positive effect between interaction orientation,customer relationship and firm performance. At the same time, it proves that market environment variables such as market turbulence, competitive intensity and technological turbulence have no moderating effect between interaction orientation and firm performance.

关 键 词：互动导向 公司绩效 顾客关系 市场震荡 竞争强度 技术波动 

分 类 号：F274[经济管理—企业管理]