基于重叠效应的农村市场渗透模型及实证研究

姓名
邮箱
手机号码
标题
留言内容
验证码

1.
北京邮电大学经济管理学院, 北京 100876
2.
北京外国语大学国际商学院, 北京 100089

基金项目:

国家自然科学基金资助项目（71201011，71301106，71103021，71172135）;国家重点基础研究发展计划资助“973”项目（2012CB315805）;教育部基金资助项目（20120005120001，13YJC630034，13YJA630084）

Research on the Rural Market Penetration Model based on the Overlapping Effect

1.
School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China
2.
International Business School, Beijing Foreign Studies University, Beijing 100089, China

摘要:针对农村消费者的流动性和市场非饱和性，提出基于重叠效应的农村市场渗透模型。根据扎根理论，提取影响我国农村通信市场渗透增长的产品属性、客户属性和重叠效应三类要素。采用中国农村通信服务市场实证研究，通过联合价值评估方法，发现市场重叠和市场差异结合程度既共同直接影响，也通过产品属性和客户属性间接影响农村通信市场渗透增长，而产品属性效应和客户属性效应也分别作用于市场渗透增长。研究显示：只有深入分析农民工作为技术或者信息服务接受者的角色和多重特征，才能获知有效的客户需求和价值诉求；只有准确挖掘产品多重价值属性，才能达到农村市场的价值效应最大化。
- 重叠效应/
- 市场渗透模型/
- 产品属性/
- 客户属性/
- 联合价值评估法
Abstract:In consideration of the mobility of rural consumers and unsaturated market, this paper proposes a rural market penetration model based on overlapping effect. Based on the principle of grounded theory, this paper extracts three kinds of elements influencing the growth of rural communication market penetration in China, which are product attributes, customer attributes and overlapping effects. The study shows that market overlapping and market differences directly influence the growth of rural communication market penetration, and also indirectly influence it through product attributes and customer attributes, while product attributes and customer attributes also have effect on market penetration growth respectively. The study shows: only by in-depth analysis of rural migrant workers and their multiple features as technology or information service recipients, can effective customer demands and value pursuits be obtained; only by accurately mining the multiple attribute values of products, can the value effect of rural markets be maximized.
- overlap effect/
- market penetration model/
- product attributes/
- customer attributes/
- joint effect appraisal

[1]	Likert R. New patterns of management[M].New York: Mc-Graw-Hill,1961:4-25.
[2]	Köhler W,Wolfgang K. The place on value in a world of facts[M]. WW Norton & Company,1976:9-21.
[3]	Kahn R L,Wolfe D M,Quinn R P,Snoek J D,Rosenthal R A.Organizational stress: studies in role conflict and ambiguity[M]. New York: Wiley,1964.
[4]	Linder Staffan B. An essay on trade and transformation[M]. Stockholm: Almqvist and Wiksell,1961.
[5]	George R Miline. An ecological niche theory approach to the measurement of brand competition[J]. Marketing Letters,1989,1(3):267-281.
[6]	Jordan C F. Do ecosystem exist[M]. The American Naturalist,1981,118(2):284-287
[7]	Philip Kotler,Grary Armstrong. Principles of marketing (7th edition)[M]. Englewood,NJ: Prentice Hall,Inc. 1996:30-38.
[8]	Fishbein M,Ajzen I. Belief,attitude,intention and behavior: an introduction to theory and research reading[M]. MA: Addison-Wesley,1975.
[9]	Ajzen I. From intentions to actions: a theory of planned behavior[M]. Springer Berlin Heidelberg,1985:26-34.
[10]	Davis F D. Perceived usefulness,perceived ease of use and user acceptance of information technology[J]. Mis Quarterly,1989,13(3):319-340.
[11]	Morris M G,Venkatesh V. Age differences in technology adoption decisions: implications for a changing workforce[J]. Personnel Psychology,2000,53(2):375-403.
[12]	Venkatesh,Hillol Bala. Technology acceptance model 3 and a research agenda on interventions[J]. Decision Sciences,2008,39(2):273-315.
[13]	Venkatesh V,Morris M G,Davis G B,Davis F D. User acceptance of information technology: toward a unified view[J]. MIS Quarterly,2003,27(3):425-478.
[14]	Venkatesh V,Thong J,Xu X. Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology[J]. MIS Quarterly,2012,36(1):157-178.
[15]	朱国华,朱国泓.中国都市圈演化进程中的社会保障及其内生性冲突分析[J]. 经济与管理研究,2008(4):58-64.
[16]	赵良杰,姜晨,陈忠,等. 基于产品捆绑策略的企业技术标准竞争分析[J]. 科学管理研究,2010(2):55-58.
[17]	胡锋,赵红,王焱等. 品牌重叠测度理论模型及实证研究[J]. 中国管理科学,2012,20(3):167-174.
[18]	张瑞金. 具有重叠业务的双边平台企业竞争分析[C]. 中国高等院校市场学研究会2009年年会论文集,2009:41-44.
[19]	蒋蕾. 基于顾客感知价值的服装品牌重叠研究[D]. 上海:东华大学,2011(01):60-69.
[20]	Gerrig Richard J,Zimbardo Philip. Psychology and life[M]. Prentice Hall,2003:426-427.
[21]	De Chernatony L. Brand management through narrowing the gap between brand identity and brand reputation[J]. Journal of Marketing Management,1999,15(1-3):157-179.
[22]	Abraham-Murali L,Littrell M A. Consumers' conceptualization of apparel attributes[J]. Clothing and Textiles Research Journal,1995,13(2):65-74.
[23]	Escalas J E,Bettman J R. You are what they eat: the influence of reference groups on consumers'connections to brands[J]. Journal of Consumer Psychology,2003,13(3):339-348.
[24]	Plummer J T. Brand personality: a strategic concept for multinational advertising[C]//Marketing Educations' Conference. New York: Young & Rubicam,1985:26-31.
[25]	王裕国. 消费需求制约经济增长的机理及影响[J]. 经济学家,1999 (5):4-11.
[26]	杨振之,陈谨. "形象遮蔽" 与 "形象叠加" 的理论与实证研究[J]. 旅游学刊,2003,18(3):62-67.
[27]	梅方权. 农业信息化带动农业现代化的战略分析[J]. 中国农村经济,2001,12:22-26.
[28]	阮伟. 体育赛事与城市发展关系研究[D]. 北京:北京体育大学,2012.
[29]	Leong L Y,Ooi K B,Chong Y L,Lin B. Influence of individual characteristics,perceived usefulness and ease of use on mobile entertainment adoption[J]. International Journal of Mobile Communications,2011,9(4):359-382.
[30]	Park Y,Son H,Kim C W. Investigating the determinants of construction professionals'acceptance of web-based training: an extension of the technology acceptance model[J]. Automation in Construction,2012(22):377-386.
[31]	Dhar R,Wertenbroch K. Consumer choice between hedonic and utilitarian goods[J]. Journal of Marketing Research,2000,3(1):60-71.
[32]	Jones M A,Mothersbaugh D L,Beatty S E. The effects of locational convenience on customer repurchase intentions across service types[J]. Journal of Services Marketing,2003,17(7):701-712.
[33]	Klemz B R,Boshoff C. Environmental and emotional influences on willingness-to-buy in small and large retailers[J]. European Journal of Marketing,2001,35(1/2):70-91.
[34]	Desarbo W S,Jedidi K,Sinha I. Customer value analysis in a heterogeneous market[J]. Strategic Management Journal,2001,22(9):845-857.
[35]	Rao A R,Monroe K B. The effect of price,brand name,and store name on buyers' perceptions of product quality: an integrative review[J]. Journal of marketing Research,1989,26(3):351-357.
[36]	Thaler R. Mental accounting and consumer choice[J]. Marketing Science,1985,4(3):199-214.
[37]	潘煜,高丽,王方华. 中国消费者购买行为研究——基于儒家价值观与生活方式的视角[J]. 中国工业经济,2009(9):77-86.
[38]	Thompson R L,Higgins C A,Howell J M. Personal computing: toward a conceptual model of utilization[J]. MIS Quarterly,1991,15(1):124-143.
[39]	Venkatesh V,Davis F D. A theoretical extension of the technology acceptance model: four longitudinal field studies[J]. Management Science,2000,46(2):186-204.
[40]	Warshaw P R. A new model for predicting behavioral intentions: an alternative to fishbein[J]. Journal of Marketing Research,1980,17(2):153-172.
[41]	French JRP,Raven B,The bases of social power[R]. Cartwright D. Studies in Social Power,Institute for Social Research,University of Michigan,Ann Arbor,1959:150-167.
[42]	徐树华. 基于社会网络的电信客户采纳新业务与流失行为研究[D]. 北京:北京邮电大学,2011.
[43]	Limayem M,Hirt S G,Cheung C M K. How habit limits the predictive power of intention: the case of information systems continuance[J]. Mis Quarterly,2007:705-737.
[44]	Kim S S,Malhotra N K. A longitudinal model of continued IS use: an integrative view of four mechanisms underlying postadoption phenomena[J]. Management science,2005,51(5):741-755.
[45]	Fishbein M,Ajzen I. The influence of attitudes on behavior[J]. The handbook of attitudes,2005:173-222.
[46]	Tu Z,Yuan Y. Understanding user's behaviors in coping with security threat of mobile devices Loss and theft[C]//System Science (HICSS). 2012 45th Hawaii International Conference,IEEE,2012:1393-1402.
[47]	De Chernatony L. Brand management through narrowing the gap between brand identity and brand reputation[J]. Journal of Marketing Management,1999,15(1-3):157-179.
[48]	Escalas J E,Bettman J R. You are what they eat: the influence of reference groups on consumers' connections to brands[J]. Journal of Consumer Psychology,2003,13(3):339-348.
[49]	Plummer J T. Brand personality: a strategic concept for multinational advertising[C]//Marketing Educators'Conference. New York: Young & Rubicam,1985:1-31.
[50]	赵红,韩福荣. 基于顾客最小误判率的品牌重叠测度方法初探[J]. 管理评论,2008,20(4):25-30.
[51]	Guiry M. Hutchinsoe W.Weitz B A. Consumers' evaluation of retail store quality and its influence on store choice[R]. Working Paper,University of Florida,1992.
[52]	Wetzels M,Ko de Ruyter,Lemmink J,et al. Measuring customer service quality in international marketing channels: a multimethod approach[J]. Journal of Business Industrial Marketing,1995,10(5):50-59.
[53]	丁夏齐,徐金灿,马谋超. 服务质量差异模型及应用[J]. 心理科学进展,2002,10(4):460-465.

[1]	赵洲.“保护的责任”的义务属性及其规范塑造. bob手机在线登陆学报（社会科学版）, 2020, (): -.
[2]	邬松涛, 何建敏, 李守伟.基于多属性羊群行为的股票风险及其传染. bob手机在线登陆学报（社会科学版）, 2017, (1): 64-72.doi:10.15918/j.jbitss1009-3370.2017.0109
[3]	韩磊.试论“直接适用的法”的经济法属性及其适用. bob手机在线登陆学报（社会科学版）, 2017, (2): 136-141.doi:10.15918/j.jbitss1009-3370.2017.0219
[4]	熊樟林.税收遵从协议行政指导属性之证成. bob手机在线登陆学报（社会科学版）, 2015, (4): 150-155.doi:10.15918/j.jbitss1009-3370.2015.0423
[5]	李成, 郭哲宇, 王瑞君.中国货币政策与股票市场溢出效应研究——基于VAR-GARCH-BEKK模型. bob手机在线登陆学报（社会科学版）, 2014, (4): 83-91.
[6]	吴水龙, 胡左浩, 姚卿, 焦文宇.功能属性和品牌个性对购买决策的影响——以家用轿车行业为例. bob手机在线登陆学报（社会科学版）, 2014, (1): 76-83,91.
[7]	曹国昭, 齐二石.新产品市场中创业型企业品种柔性技术决策. bob手机在线登陆学报（社会科学版）, 2013, (5): 74-80.
[8]	冯颖, 张炎治.销售价格影响需求的易变质产品动态定价模型. bob手机在线登陆学报（社会科学版）, 2012, (5): 6-10.
[9]	阳成虎.基于预算约束的多产品报童风险模型研究. bob手机在线登陆学报（社会科学版）, 2011, (3): 46-50.
[10]	闵锐.基于类生物理论的技术属性及技术转移分析. bob手机在线登陆学报（社会科学版）, 2011, (2): 59-63.
[11]	杨红雄, 刘一骝, 徐瑾.基于主成分分析的产品保证管理价值提升研究. bob手机在线登陆学报（社会科学版）, 2010, (3): 13-15.
[12]	王瀚, 张超汉.航空产品责任诉讼的实践困惑及其价值探析. bob手机在线登陆学报（社会科学版）, 2010, (5): 94-102.
[13]	王秀村, Gonzalo Maroto Esteban.西班牙产品与品牌在中国市场的消费者认知分析. bob手机在线登陆学报（社会科学版）, 2009, (2): 36-38.
[14]	张圣亮, 陈传军.移动通信低端客户保留实证研究——以安徽市场为例. bob手机在线登陆学报（社会科学版）, 2008, (5): 51-55.
[15]	许铁良, 彭龙.中国证券市场结构化产品的创新问题. bob手机在线登陆学报（社会科学版）, 2007, (2): 53-57.
[16]	孙树垒, 韩伯棠, 孙健全.企业与客户关系维度模型及契约关系分析. bob手机在线登陆学报（社会科学版）, 2007, (3): 74-77.
[17]	徐晓霞, 李金林.基于决策树法的我国商业银行信用风险评估模型研究. bob手机在线登陆学报（社会科学版）, 2006, (3): 71-74.
[18]	房振明, 王春峰.上海股票市场收益日内效应的研究. bob手机在线登陆学报（社会科学版）, 2004, (3): 38-41.
[19]	雷阳, 孔昭君.我国电信设备市场竞争特点浅析——基于企业发展与产品市场的研究. bob手机在线登陆学报（社会科学版）, 2003, (5): 83-85.
[20]	焦文俊, 陈坤林.试论教育的事业—产业二重属性地位和双轮驱动发展机制. bob手机在线登陆学报（社会科学版）, 1999, (1): 3-5.

点击查看大图

计量

文章访问数:790
HTML全文浏览量:2
PDF下载量:708
被引次数:0

留言板

基于重叠效应的农村市场渗透模型及实证研究

Research on the Rural Market Penetration Model based on the Overlapping Effect

计量

基于重叠效应的农村市场渗透模型及实证研究

1. 北京邮电大学经济管理学院, 北京 100876
2. 北京外国语大学国际商学院, 北京 100089

English Abstract

Research on the Rural Market Penetration Model based on the Overlapping Effect

1. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China
2. International Business School, Beijing Foreign Studies University, Beijing 100089, China

目录

作者相关

写作规范

友情链接

留言板

基于重叠效应的农村市场渗透模型及实证研究

Research on the Rural Market Penetration Model based on the Overlapping Effect

计量

出版历程

基于重叠效应的农村市场渗透模型及实证研究

1. 北京邮电大学 经济管理学院, 北京 1008762. 北京外国语大学 国际商学院, 北京 100089

English Abstract

Research on the Rural Market Penetration Model based on the Overlapping Effect

1. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China2. International Business School, Beijing Foreign Studies University, Beijing 100089, China

目录

作者相关

写作规范

友情链接

1. 北京邮电大学经济管理学院, 北京 100876
2. 北京外国语大学国际商学院, 北京 100089

1. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China
2. International Business School, Beijing Foreign Studies University, Beijing 100089, China