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为了探讨微信平台使用如何影响企业绩效,本文引入战略匹配模型和资源
基础理论,深入分析了微信平台使用和营销策略的匹配对企业绩效的影响机
制。本文通过实证研究,收集了 227 份调查问卷,利用 SPSS、Amos 和 SmartPLS
进行数据分析。研究得出,微信平台使用与营销策略匹配正向影响客户关系管
理能力;客户关系管理能力正向影响企业绩效;客户关系管理能力完全中介微
信平台使用与营销策略匹配和企业绩效间的关系。通过以上研究结果以期为我
国企业提供实践依据,积极利用信息技术加强与现有客户间的联系,增强客户
忠实度,同时开拓挖掘潜在客户,通过不断提高客户关系管理能力进而提升企
业绩效
关键词:企业微信平台使用;营销策略;战略匹配模型;客户关系管理能力;
企业绩效哈尔滨工业大学管理学硕士学位论文
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Abstract
The development of social media has made more and more people involved in
the world of Internet, and with the maturity of QQ、Blog, the new social media
WeChat develops rapidly and becomes the main stream, hundreds of millions of
users create new commercial opportunities, some firms take advantages of WeChat
to promote the sales, but the blindly using can not always maximize the firm
performance, further more, the researches about WeChat are still on the
preliminary stage, some scholars only focus on introducing the WeChat function or
on the individual willing level, fews concentrate on the firm level; about the
marketing, some scholars concentrate on the ways of marketing or cases study,
research about the alignment of WeChat platform and marketing is less and less.
The research on the information technology and strategy alignment in foreign
countries is relatively mature, but the specific information technology and the
specific enterprise strategy alignment research is very few, the domestic strategic
alignment research is only the introduction of foreign research, the related research
is lacking, this article aims to enrich domestic strategy to match the field of
research, to study the specific level of alignment.
To inquire how WeChat influences the firm performance, the paper leads into
Strategic Alignment Model and Resource Based theory, and analyzes how WeChat
platform using and marketing strategy alignment affect firm performance through
customer relationship management capability. In this paper, we collect 227 survey
data to support my hypotheses and analyze the data by SPSS、Amos and SmartPLS,
thus we conclude that WeChat platform using and marketing strategic alignment
has positive effect on customer relationship management capability; customer
relationship management capability has positive influence on firm performance;
customer relationship management capability completely mediate the relationship
between WeChat platform using and marketing strategic alignment and firm
performance. After concluding the result, we propose that we will give practical
proof to the companies which should take advantage of new technology technique
to promote present customer, dig potential customers, improve the customer
relationship management capability thus improve firm performance.
Keywords: firm WeChat platform, marketing strategy, strategy alignment model,
customer relationship management capability, firm performance哈尔滨工业大学管理学硕士学位论文
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目 录
摘要.........I
ABSTRACT ...........II
第 1 章 绪 论......1
1.1 研究背景与问题提出 ......... 1
1.2 研究目的与意义 ..... 1
1.2.1 研究目的.......... 1
1.2.2 理论意义.......... 2
1.2.3 实践意义.......... 3
1.3 国内外研究现状及分析 ..... 4
1.3.1 社交媒体定义研究概述.......... 5
1.3.2 微信及微信平台使用.. 5
1.3.3 策略匹配.......... 7
1.3.4 企业资源能力和企业绩效.... 11
1.3.5 综述与讨论.... 12
1.4 研究内容和方法 ... 12
1.4.1 研究内容........ 12
1.4.2 研究方法........ 13
第 2 章 理论基础与假说发展....14
2.1 理论基础 ... 14
2.2 研究模型 ... 15
2.3 假说发展 ... 17
2.3.1 策略匹配与企业客户关系管理能力 17
2.3.2 企业客户关系管理能力与企业绩效 18
2.3.3 企业客户关系管理能力的中介作用 19
2.4 本章小结 ... 19
第 3 章 实证研究及结果 20
3.1 量表选取 ... 20
3.2 样本研究与数据收集 ....... 22
3.3 数据处理方法 ....... 23
3.4 变量描述性统计分析 ....... 24
3.5 信度分析 ... 24
3.6 效度分析 ... 25哈尔滨工业大学管理学硕士学位论文
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3.7 共同方法偏差检验 ........... 27
3.8 相关性分析 ..
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