【摘要】：汽車(chē)工業(yè)是典型的規(guī)模經(jīng)濟(jì)性工業(yè)。汽配企業(yè)作為汽車(chē)工業(yè)中重要的一環(huán)，想要在競(jìng)爭(zhēng)中取得優(yōu)勢(shì)地位，必須走規(guī)模經(jīng)濟(jì)道路。未來(lái)市場(chǎng)的競(jìng)爭(zhēng)，己不再局限于單個(gè)企業(yè)之間的競(jìng)爭(zhēng)，，而是企業(yè)群與企業(yè)群、價(jià)值鏈與價(jià)值鏈之間的競(jìng)爭(zhēng)�？傮w來(lái)看，我國(guó)汽配企業(yè)集群的理論研究還不夠，關(guān)于汽配企業(yè)集群合作營(yíng)銷模式的文獻(xiàn)也比較缺乏，對(duì)于我國(guó)汽配企業(yè)集群開(kāi)展合作營(yíng)銷的方式有哪些、哪些因素影響合作營(yíng)銷模式等問(wèn)題還缺乏深入的研究。因此，本文選取汽配企業(yè)集群為研究對(duì)象，探討合作營(yíng)銷模式的影響因素，以期能在一定程度上為我國(guó)汽配企業(yè)集群的合作營(yíng)銷實(shí)踐提供參考和借鑒。 本文首先對(duì)企業(yè)集群、合作營(yíng)銷、合作營(yíng)銷模式的相關(guān)概念和文獻(xiàn)進(jìn)行了梳理，將合作營(yíng)銷模式界定為四個(gè)維度：合作產(chǎn)品營(yíng)銷模式、合作渠道營(yíng)銷模式、合作促銷營(yíng)銷模式和合作價(jià)格營(yíng)銷模式；其次本文在前人研究的基礎(chǔ)上，提出了16個(gè)假設(shè)，構(gòu)建了汽配企業(yè)集群合作營(yíng)銷模式影響因素的結(jié)構(gòu)方程模型；接著設(shè)計(jì)了汽配企業(yè)集群合作營(yíng)銷模式的影響因素問(wèn)卷，以浙江省汽配企業(yè)集群為調(diào)研對(duì)象，發(fā)放問(wèn)卷200份，回收有效問(wèn)卷128份；然后運(yùn)用SPSS16.0和AMOS16.0對(duì)所得數(shù)據(jù)進(jìn)行信度和效度分析、結(jié)構(gòu)方程模型適配度檢驗(yàn)和路徑系數(shù)檢驗(yàn)，實(shí)證研究不同合作營(yíng)銷模式的影響因素。 本文研究結(jié)論：汽配企業(yè)集群合作能力是影響合作產(chǎn)品營(yíng)銷模式、合作促銷營(yíng)銷模式、合作價(jià)格營(yíng)銷模式的顯著因素。汽配企業(yè)集群所處宏觀環(huán)境壓力、集群合作條件是影響合作產(chǎn)品營(yíng)銷模式、合作渠道營(yíng)銷模式、合作促銷營(yíng)銷模式、合作價(jià)格營(yíng)銷模式的顯著因素。汽配企業(yè)集群區(qū)域合作條件是影響合作產(chǎn)品營(yíng)銷模式、合作渠道營(yíng)銷模式、合作價(jià)格營(yíng)銷模式的顯著因素。汽配企業(yè)集群合作能力是影響合作渠道模式的顯著因素假設(shè)不成立。汽配企業(yè)集群區(qū)域合作條件是影響合作促銷營(yíng)銷模式的顯著因素假設(shè)不成立。最后在研究結(jié)論的基礎(chǔ)上，提出汽配企業(yè)集群合作營(yíng)銷實(shí)踐的建議。
[Abstract]:Automobile industry is a typical scale economy industry. As an important part of automobile industry, auto parts enterprises must take the road of scale economy if they want to gain advantage in competition. The competition in the future market is no longer confined to the competition among individual enterprises, but the competition between the enterprise group and the enterprise group, and between the value chain and the value chain. In general, the theoretical research of automobile parts enterprise cluster in our country is not enough, the literature on cooperative marketing mode of automobile parts enterprise cluster is also relatively lacking, and what are the ways to carry out cooperative marketing for automobile parts enterprise cluster in our country? Which factors affect the cooperative marketing model and other issues are still lack of in-depth research. Therefore, this article selects the automobile match enterprise cluster as the research object, discusses the influence factor of the cooperative marketing mode, in order to provide the reference and the reference for the cooperation marketing practice of the automobile match enterprise cluster in our country to a certain extent. This paper firstly combs the related concepts and literatures of enterprise cluster, cooperative marketing mode, and defines the cooperative marketing model as four dimensions: cooperative product marketing model, cooperative channel marketing mode, and so on. Cooperative promotion marketing model and cooperative price marketing model; Secondly, on the basis of previous studies, this paper puts forward 16 hypotheses, and constructs the structural equation model of influencing factors of cooperative marketing mode of automobile matching enterprises. Secondly, the paper designs the influencing factors questionnaire of cooperative marketing mode of automobile matching enterprise cluster. Taking Zhejiang auto parts enterprise cluster as the research object, 200 questionnaires are issued and 128 valid questionnaires are collected. Then we use SPSS16.0 and AMOS16.0 to analyze the reliability and validity of the data, test the suitability of structural equation model and test the path coefficient, and empirically study the influencing factors of different cooperative marketing models. The conclusion of this paper is that the cooperative ability of automobile matching enterprises is a significant factor affecting the cooperative product marketing mode, cooperative promotion marketing model and cooperative price marketing model. The macro environmental pressure of automobile matching enterprises cluster cooperation conditions are the significant factors that affect the cooperative product marketing mode cooperative channel marketing mode cooperative promotion marketing mode and cooperative price marketing model. The regional cooperation conditions of automobile parts enterprises cluster are the significant factors influencing the cooperative product marketing mode, cooperative channel marketing model and cooperative price marketing model. The hypothesis that the cooperative ability of automobile matching enterprises is a significant factor affecting the cooperation channel mode is not valid. The assumption that the regional cooperation condition of automobile parts enterprises cluster is a significant factor influencing cooperative promotion marketing mode is not valid. Finally, on the basis of the research conclusion, the paper puts forward the suggestion of cooperative marketing practice of automobile parts enterprise cluster.
【學(xué)位授予單位】：杭州電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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