检索规则说明:AND代表“并且”;OR代表“或者”;NOT代表“不包含”;(注意必须大写,运算符两边需空一格)
检 索 范 例 :范例一: (K=图书馆学 OR K=情报学) AND A=范并思 范例二:J=计算机应用与软件 AND (U=C++ OR U=Basic) NOT M=Visual
作 者:黄怡丹 杨术 HUANG Yidan;YANG Shu(School of Business Administration,Huaqiao University,Quanzhou 362021,China)
出 处:《江苏工程职业技术学院学报》2022年第1期40-44,共5页Journal of Jiangsu College of Engineering and Technology
基 金:福建省创新战略研究项目“乡村振兴战略下地理标志农产品全渠道零售模式建设及消费行为研究”(编号:2020R0062)。
摘 要:为改变地标农产品零售渠道分散、“以企业为中心”的局面,探索“以顾客为中心”的地标农产品全渠道零售模式建设,并进行实证研究。对福建省42家地标农产品零售商及其446位顾客进行调研,构建结构方程模型,验证了全渠道零售中信息整合和通道整合对顾客关系整合会产生差异化影响,且不同的地标农产品加工程度和品牌成熟度会调节信息整合及通道整合对顾客关系整合的影响机制。研究进一步丰富了地标品牌营销理论,同时也为相关政府部门和企业提供运营和决策参考。An empirical study was conducted to explore“customer-centered”omnichannel retail mode for GI agri-food so as to replace the current fragmented channels and“enterprise-entered”mode.Forty-two retailers of GI agri-food and 446 customers in Fujian province were surveyed,and a structural equation model was set up.The results prove that the information integration and channel integration in omnichannel retail have differentiated impacts on the integration of customer relationship,and that this impact mechanism is adjusted by different processing stages and brand maturities of GI argi-food.The study further enriches GI brand marketing theories,and also provides operational and decision-making references for relevant government departments and enterprises.
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在链接到云南高校图书馆文献保障联盟下载...
云南高校图书馆联盟文献共享服务平台 版权所有©
您的IP:216.73.216.38