基于顾客角度的市场占有率研究

中国管理科学 ›› 2004, Vol. ›› Issue (2): 95-101.

基于顾客角度的市场占有率研究

黄劲松, 赵平, 王高, 陆奇斌

清华大学经济管理学院北京 100084

收稿日期:2003-06-02 出版日期:2004-04-28 发布日期:2012-03-07

Market Share Research Based on Customer Orientation

HUANG Jin-song, ZHAO Ping, WANG Gao, LU Qi-bin

School of Economics & Management, Tsinghua University, Beijing 100084, China

Received:2003-06-02 Online:2004-04-28 Published:2012-03-07

摘要/Abstract

摘要： 市场占有率是企业最为关心的问题之一。中国的企业一直趋向于采取降价竞争的方式获得市场占有率。本文以顾客满意度的形成理论为基础,阐述了顾客满意度、顾客忠诚度和产品价格等因素对市场占有率的影响,并通过对中国7个家用电器行业数据实证分析得到如下结论:价格对市场占有率有一定影响,但提高顾客忠诚度、顾客满意度、顾客对品牌形象的感知以及顾客对产品和服务的感知才是获取市场占有率的关键。

关键词: 市场占有率, 家电行业, 顾客忠诚度, 顾客满意度

Abstract: Market share is one of the most important aspects that companies pay their attention to. However, Chinese companies always tend to lower the price of their products in order to increase market share. In this article, we firstly describe the effects of customer satisfaction, customer loyalty and price that exert on market share in terms of customer satisfaction theory. Where after, we carry out an experiential analysis by using data of seven Chinese family electric appliances industries and draw following conclusions: Price exerts some influences on market share, but the pivotal factors of increasing market share are improving customer loyalty, customer satisfaction, customer brand image perception and customer product and service perception.

Key words: market share, family electric appliances industries, customer loyalty, customer satisfaction

中图分类号:

F713.53

黄劲松, 赵平, 王高, 陆奇斌. 基于顾客角度的市场占有率研究[J]. 中国管理科学, 2004, (2): 95-101.

HUANG Jin-song, ZHAO Ping, WANG Gao, LU Qi-bin. Market Share Research Based on Customer Orientation[J]. Chinese Journal of Management Science, 2004, (2): 95-101.

参考文献

[1] Daniel E. Innis, Bernard J. La Londe. Modelling The Effects of Customer Service Performance on Purchase Intention in The Channel [J]. Journal of Marketing-Theory and Practice, Spring 1994, 45-59.
[2] Greg M. Allenby, Peter J. Lenk. Reassessing Brand Loyalty, Price Sensitivity, and Merchandising Effects on Consumer Brand Choice [J]. Journal of Business & Economic Statistics, 1995, 13(3).
[3] Tor Wallin Andreassen, Bodil Lindestad. Customer loyalty and complex services The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise[J]. International journal of Service Industry Management, 1998, 9(1): 7-23.
[4] Richard L. Oliver. A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision [J]. Journal of Marketing Research, 1980, 18: 460-9.
[5] Richard L. Oliver. Satisfaction-A Behavioral Perspective on The Consumer[M]. Irwin/Mc Graw-Hill, 1996.
[6] Roland T. Rust, Anthony 1. Zahrik. Customer Satisfaction, Customer Retention, and Market Share[J]. Journal of Retailing, 1993, 69(2): 193-214.
[7] Anders Gustafsson, Michael D. johnson. Measuring and Managing The Satisfaction-Loyalty-performance Links at Volvo [J]. Journal of Targeting, Measurement and Analysis for Marketing, 2002, 10(3):249-258.
[8] Eugene W. Anderson, Claes Fornell. Foundation of the American Customer Satisfaction Index [J]. Total Quality Management, 2000, 11(7):869-882.
[9] Claes Fornell. A National Customer Satisfaction Barometer: The Swedish Experience[J]. Journal of Marketing,1992, 56:(6-21).
[10] Claes Cassel, Jan A. Eklof. Modelling Customer Satisfaction and Loyalty on Aggregate Levels: Experience from the ECSI pilot Study[J]. Total Quality Management, 2001,12(7):834-841.
[11] Michael D. Johnson et al. The Evolution and Future of National Customer Satisfaction Index Models[J], Journal of Economic Psychology, 2001,22:217-245.
[12] Daniel E. Innis, Bernard J. La Londe. Customer Service: The Key to Customer Satisfaction, Customer Loyalty, and Market Share[J]. Journal of Business Logistics,1994, 15(1).
[13] Eugene W. Anderson, Claes Fornell, Donald R.Lehmann. Customer Satisfaction, Market Share, and Profitability: Findings From Sweden[J]. Journal of Marketing, 1994, 58: 53-66.
[14] Sajeev Varki, Mark Colgate. The Role of Price Perceptions in an Integrated Model of Behavioral Intention [J].Journal of Service Research, February 2001, 232-240.
[15] Claes Fornel, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara Everitt Bryant. The American Customer Satisfaction Index: Nature, Purpose, and Findings[J]. Journal of Marketing, 1996, 60: 7-18.
[16] Ruth N. Bolton, Katherine N. Lemon. A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction [J]. Journal of Marketing Research, 1999, 36: 171-186.
[17] Tor Wallin Andreassen, Bodil Lindestad. Customer loyalty and complex services-The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise[J]. International Journal of Service Industry Management, 1998, 9 (1):7-23.
[18] John Deighton, Caroline M. Henderson, Scott A. Neslin. The Effects of Advertising on Brand Switching and Repeat Purchase [J]. Journal of Marketing Research,1994, 26: 28-43.
[19] 郭志刚.社会统计分析方法--SPSS软件应用[M],中国人民大学出版社,1999.