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市场营销研究者将采购间与供应商建立长期可靠的伙伴关系作为研究的着重点。但是,长期指向性、信任、承诺等研究概念均源于西方,由于社会文化的差异,东方社会与西方社会的营销行为也不尽相同。中国社会与西方社会的最大区别就是对人关系的差异,本研究即以在中国社会中普遍存在的私人关系对营销渠道中供应商与采购商的关系质量的影响为研究主题。通过对石家庄四家百货商店的250个供应商的调查,结果表明,关系对信任及承诺有正向影响,对长期导向则没有显示出正向影响,而这个结果与先前的研究不同。
Marketing researchers focus their research on building long-term, reliable partnerships between their buyers and their suppliers. However, the research concepts of long-term orientation, trust and commitment all originate in the West. Due to the differences of social cultures, the marketing behaviors in the East and West are also different. The biggest difference between Chinese society and Western society is the difference of human relations. This research topic is based on the influence of the private relations prevailing in Chinese society on the relationship quality of suppliers and buyers in marketing channels. Based on a survey of 250 suppliers in four department stores in Shijiazhuang, the results show that the relationship has a positive impact on trust and commitment and no positive effect on long-term orientation, and this result is different from previous studies.