服务业营销创新中消费者自述偏好与实际选择的矛盾:基于湖北省企业的实证研究

通过尝试将渐进式营销创新划分为以技术为基础的渐进式营销创新和以市场为基础的渐进式营销创新,将变革型营销创新划分为以技术为基础的变革型营销创新和以市场为基础的变革型营销创新,并构建了市场研究对营销创新的作用模型。以湖北省205家服务业企业为样本,对模型进行实证检验。研究发现:以技术为基础的渐进式营销创新和以技术为基础的变革型营销创新消费者自述偏好(SP)与消费者实际选择(RP)的一致性较高,以市场为基础的渐进式营销创新和以市场为基础的变革型营销创新消费者自述偏好(SP)与消费者实际选择(RP)的一致性较低。环境不确定性在市场研究执行品质与以技术为基础的营销创新方式间发挥着调节作用。

Contradiction of SP and RP in Marketing Innovation of Service Firms:An Empirical Study in Hubei Province of China

The thesis attempts to divide incremental marketing innovation into two types:technology–based incremental marketing innovation(TIMI) and market–based incremental marketing innovation(MIMI),and divides breakthrough marketing innovation into two types:technology–based breakthrough marketing innovation(TBMI) and market–based breakthrough marketing innovation(MBMI),and builds a theoretical model.205 service firms in Hubei province of China were studied to test the model.It finds out that:consistency of stated preference(SP) and revealed preference(RP) is higher in TIMI and TBMI;consistency of SP and RP is lower in MIMI and MBMI;circumstance uncertainty has moderating effect on relationship between market research quality and TBMI.