文化对顾客资产驱动要素影响研究
|
摘要
市场竞争的加剧和顾客在市场中权力地位的变化,使顾客的市场主导地位越来越明显,这一变化直接导致企业竞争的焦点从以产品为中心转向以顾客为中心,顾客被当作一种特殊的资源进行管理,因此,顾客资产理论的相关问题成为营销领域的研究热点,营销学者们分别从顾客资产的驱动要素、测量和提升等方面对顾客资产进行了广泛而深入的研究。顾客资产管理的目的在于获得顾客资产价值的提升,这就要求必须从驱动要素入手,探寻提升顾客资产的途径和策略,然而,在不同文化背景下,各驱动要素对顾客资产的影响是存在差异的。综上所述,本文关于文化对顾客资产驱动要素影响的研究在跨文化顾客资产管理方面具有重要的理论和现实意义。
本文首先梳理了国内外有关顾客资产和文化理论的相关研究成果,简要分析了顾客资产营销理论产生的过程和顾客资产的特性,在此基础上,详细分析了顾客资产四维驱动要素。其次,在分析了文化的内涵和特性的基础上,详细论述了Hofstede的文化维度理论,采用个人主义与集体主义、权力距离、不确定性规避、男性化与女性化及长短期取向五个维度来分析文化对顾客资产驱动要素的影响并提出研究假设。最后,依据理论分析构建概念模型,利用调查问卷获得数据,采用结构方程模型进行分析,根据LISREL软件计算得出的路径系数,对研究假设进行了验证,对实证结果进行了评价。本文采用的研究方法主要有理论推导、问卷调查和结构方程模型分析,主要工具为SPSS13.0和LISREL8.70软件。另外本文采用两阶段法对研究模型进行结构方程分析:第一阶段对每个研究变量及其度量指标进行信度与效度分析,确定各个研究变量的信度和效度水平;第二阶段是在第一阶段的基础上再运用LISREL8.70软件进行结构方程分析。研究结果将为企业跨文化顾客资产管理提供一定的理论依据,为后续的深入研究奠定一定的基础。
The fierce competition and customers’right changing make customers in a position of authority, all of these generate the marketing theory“regarding customer as the center”gradually deepened in the hearts of the people as the replacement of the concept of“regarding product as the center”. Therefore, customers are managed as a special kind of assets, namely“Customer Equity (hereafter, CE)”.The relevant questions have become hot spots in the field of marketing. Marketing scholars have carried out studies on customer equity driving factors, measurement and promotion widely and deeply. While the real essence of customer equity management is to increase CE value, which has to be preceded with CE driving factors, seeking the approach and strategy of reinforcing CE. However, each driving factor influences CE diversely against different cultural backgrounds. In sum, study on the influence of CE driving factors affected by culture is of great theoretical and practical meaning in cross-culture customer equity management.
Firstly, this paper has combed the domestic and foreign concerned CE and culture theories. The process of customer equity marketing theory coming to being and its feature are analyzed briefly. In addition, this paper analyzes CE driving factors in detail. Secondly, on a basis of culture denotative meanings and characteristics analysis, we discuss culture dimension theory in detail and adopt Individualism and Collectivism, Power Distance, Uncertainty Avoidance, Masculinity and Feminity, Long-term and Short-term Orientation to analyze its effects on CE driving factors one by one, then propose research hypotheses. Finally, constructing conceptual model based on the theoretical analysis, acquiring data through questionnaire investigation, consulting the path coefficient that calculated by LISREL. After the process and analysis of survey data through structure equation modeling, the empirical results are shown. Then the former hypotheses are validated and estimated. This paper’s research methods are theoretical derivation, questionnaire investigation and structure equation modeling. The main tools are SPSSl3.0 and LISREL8.70 software. Moreover, we adopt two phases method to study model by structure equation modeling, and adjust the measure indexes until attaining ideal reliability and validity levels, the second stage, using LISREL8.70 to analyze model. This achievement will provide theoretical basis for cross-culture customer equity management and it will lay a foundation for further study.
本文首先梳理了国内外有关顾客资产和文化理论的相关研究成果,简要分析了顾客资产营销理论产生的过程和顾客资产的特性,在此基础上,详细分析了顾客资产四维驱动要素。其次,在分析了文化的内涵和特性的基础上,详细论述了Hofstede的文化维度理论,采用个人主义与集体主义、权力距离、不确定性规避、男性化与女性化及长短期取向五个维度来分析文化对顾客资产驱动要素的影响并提出研究假设。最后,依据理论分析构建概念模型,利用调查问卷获得数据,采用结构方程模型进行分析,根据LISREL软件计算得出的路径系数,对研究假设进行了验证,对实证结果进行了评价。本文采用的研究方法主要有理论推导、问卷调查和结构方程模型分析,主要工具为SPSS13.0和LISREL8.70软件。另外本文采用两阶段法对研究模型进行结构方程分析:第一阶段对每个研究变量及其度量指标进行信度与效度分析,确定各个研究变量的信度和效度水平;第二阶段是在第一阶段的基础上再运用LISREL8.70软件进行结构方程分析。研究结果将为企业跨文化顾客资产管理提供一定的理论依据,为后续的深入研究奠定一定的基础。
The fierce competition and customers’right changing make customers in a position of authority, all of these generate the marketing theory“regarding customer as the center”gradually deepened in the hearts of the people as the replacement of the concept of“regarding product as the center”. Therefore, customers are managed as a special kind of assets, namely“Customer Equity (hereafter, CE)”.The relevant questions have become hot spots in the field of marketing. Marketing scholars have carried out studies on customer equity driving factors, measurement and promotion widely and deeply. While the real essence of customer equity management is to increase CE value, which has to be preceded with CE driving factors, seeking the approach and strategy of reinforcing CE. However, each driving factor influences CE diversely against different cultural backgrounds. In sum, study on the influence of CE driving factors affected by culture is of great theoretical and practical meaning in cross-culture customer equity management.
Firstly, this paper has combed the domestic and foreign concerned CE and culture theories. The process of customer equity marketing theory coming to being and its feature are analyzed briefly. In addition, this paper analyzes CE driving factors in detail. Secondly, on a basis of culture denotative meanings and characteristics analysis, we discuss culture dimension theory in detail and adopt Individualism and Collectivism, Power Distance, Uncertainty Avoidance, Masculinity and Feminity, Long-term and Short-term Orientation to analyze its effects on CE driving factors one by one, then propose research hypotheses. Finally, constructing conceptual model based on the theoretical analysis, acquiring data through questionnaire investigation, consulting the path coefficient that calculated by LISREL. After the process and analysis of survey data through structure equation modeling, the empirical results are shown. Then the former hypotheses are validated and estimated. This paper’s research methods are theoretical derivation, questionnaire investigation and structure equation modeling. The main tools are SPSSl3.0 and LISREL8.70 software. Moreover, we adopt two phases method to study model by structure equation modeling, and adjust the measure indexes until attaining ideal reliability and validity levels, the second stage, using LISREL8.70 to analyze model. This achievement will provide theoretical basis for cross-culture customer equity management and it will lay a foundation for further study.
引文
1刘建新,陈雪阳.顾客资产的形成机理与增值策略.商业经济与管理. 2005, (3): 42~49
2郑浩,胡正明.论顾客资产管理的实施模型.商业研究. 2005, (13): 51~54
3乔均,张林恩.用顾客资产聚集市场战略.广告研究. 2007, (2): 137~141
4 [美]菲利普?科特勒.营销管理——分析、计划、执行和控制.第8版.上海人民出版社, 1997
5崔海云.顾客资产及其驱动因素的实证研究.安徽财经大学硕士学位论文. 2007: 7~23
6李贻伟,黎永泰.论文化差异对跨文化营销的双刃剑作用.经济体制改革. 2003, (4): 57~60
7周立公.国际化经营的跨文化管理.上海商业. 2000, (3): 11~14
8何伟俊.市场营销中的文化因素与跨文化理论体系构建.学术研究. 2000, (12): 23~26
9 Blattberg R, Deighton J. Manage Marketing by the Customer Equity Test. Harvard Business Review, 1996, (8-10): 136~144
10 Michael J. Dorsch, Les Carlson. A Transaction Approach to Understanding and Managing Customer Equity. Journal of Business Research. 1996, (35): 253~264
11杨永恒,王永贵.顾客关系管理的内涵、驱动因素及成长维度.南开管理评论. 2002, (2): 48~52
12刘英姿,姚兰.几种客户资产计算方法的比较分析.工业工程与管理. 2003, (5): 49~52
13罗兰? T?拉斯特等著.驾驭顾客资产.张平淡译.企业管理出版社, 2001
14 P. D. Berger, N. I. Nasr. Customer Lifetime Value: Marketing Models and Applications. Journal of Interactive Marketing. 1998, (12): 17~30
15 Jain and Singh. Customer Lifetime Value Research in Marketing: A Review and Future Directions. Journal of Interactive Marketing. 2002, 16: 34～46
16 E. W. Anderson. Customer Satisfaction and Word of Mouth. Journal of Service Research. 1998, 1(1): 1~14
17 L. A. Bettencourt. Customer Voluntary Performance: Customers as Partners in Service Delivery. Journal of Retailing. 1997, 73(3): 383~406
18 P. C. Verhoef, P. H. Franses and J. C. Hoekstra. The Impact of Satisfaction andPayment Equity on Cross-Buying: A Dynamic Model for a Multi-Service Provider. Journal of Retailing. 2001, 77(3): 359~378
19 P. C. Verhoef, P. H. Franses and B. Donkers. Changing Perceptions and Changing Behavior in Customer Relationships. Marketing Letters. 2002, 13(2): 121~134
20 Rust, Zeithaml and Lemon. Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy. New York: The Free Press. 2000
21 Katherine. N. Lemen. What Drives Customer Equity. Marketing Management. 2001, (10): 20~25
22 Rogerson W. Reputation and Produce Quality. The Bell Journal of Economic. 1983, (14): 508~516
23 Lemon, Rust, Zeithaml. What Drives Customer Equity: A Company’s Current Customers Marketing. Journal of Consumer Marketing. 1998, 15(6): 544~557
24 Taeschler D. Metrical Approaches to Customer Equity through CRM. Gráfica.e CRM Corp. 2002, (2): 1~18
25 R. M. Morgan, S. D. Hunt. The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing. 1994, 58(3): 20~38
26 E. W. Anderson. Cross-Category Variation in Customer Satisfaction and Retention. Marketing Letters. 1994, 5(1): 19~30
27 F. Leyland, T. Michael and B. Pierre. Turning Competitive Advantage into Customer Equity. Business Horizons. 2000, (9-10): 11~18
28 R. T. Rust, K. N. Lemon, V. A. Zeithaml. Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing. 2004, (1): 109~127
29 Julian Villanueva, Dominique M. Hanssens. Customer Equity: Measurement, Management and Research Opportunities. Foundations and Trends in Marketing. 2007, 1(1): 1~95
30 Bolton. A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction. Marketing Science. 1998, 17(1): 45~65
31 W. J. Reinartz, V. Kumar. The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration. Journal of Marketing. 2003, 67(1): 77~99
32 J. S. Thomas. A Methodology for Linking Customer Acquisition to Customer Retention. Journal of Marketing Research. 2001, 38(2): 262~268
33 Bolton R N, Lemon K N, Verhoef P C. The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for FutureResearch. Journal of the Academy of Marketing Science. 2004, 32(3): 271~292
34 Ruth N. Bolton, P. K. Kannan and M. D. Bramlett. Implication of Loyalty Programs and Service Experiences for Customer Retention and Value. Journal of the Academy of Marketing Science. 2000, 28(1): 95~108
35 K. N. Lemon, R. N. Bolton. Modeling the Customer Upgrade Decision. Edmonton. Paper Presented at the Marketing Science Conference. Canada, 2002: 7~30
36 [美]查尔斯?甘瑟尔,艾琳?罗杰斯,马克?雷诺.并购中的企业文化整合.北京:中国人民出版社出版社, 2004: 11
37李敏,黄爱华.国际企业管理.广州:华南理工大学出版社, 2006
38泰勒著.原始文化.连树生译.上海:上海文艺出版社, 1992
39 Jan-Benediet, E. M. Steenkamp. The Role of National Culture in International Marketing Research. International Marketing Review. 2001
40 Smith, Dugan and Trompenaars, F. National Culture and the Values of Organizational Employees: A Dimensional Analysis across 43 Countries. Joumal of Cross-Cultural Psychology. 1996, 27(3): 231~264
41 Jeffrey Wade Overby. The Impact of National Culture upon the Customer Value Hierarchy: A Comparison between French and American Consumers. PHD dissertation. The University of Tennessee. 2000
42 David H. Holt, Karen W. Wigglnton著.跨国管理.王晓龙,史锐译.第二版.清华大学出版社, 2005
43汪涛,徐岚.顾客资产与竞争优势.中国软科学. 2002, (1): 52~56
44汪涛,徐岚.经营顾客资产.经济管理. 2001, (10): 51~53
45于坤章,谢峰.顾客资产的实质与特性.湖南大学学报(社会科学版). 2005, 19(1): 53~57
46汪纯孝,韩小芸,田金梅.顾客资产管理.商业经济文荟. 2002, (2): 33~35
47吴勇毅,王金宝.从品牌资产转向顾客资产.品牌战略. 2002, (10): 42~43
48崔海云.移动通信企业顾客资产的实证研究.山东经济管理干部学院学报. 2006, 14(4): 48~50
49胡翠华.证券信息服务中的关系营销与顾客资产管理.现代管理科学. 2007, (4): 115~117
50苏怀言,王元明.以顾客资产为导向的服装品牌营销.山东纺织科技. 2007, (2): 36~38
51兰定锋.保险公司顾客资产管理.经营管理. 2007, (1): 199~200
52宝贡敏.论适合我国管理文化特点的企业管理模式.浙江大学学报. 2000,(6) : 5~10
53杜汉清.浅论文化因素对跨国经营的影响.经济理论研究. 2007, (7): 89~91
54黎伟.跨文化企业管理初探.四川大学学报. 2008, (1): 14~20
55杜红,王重鸣.外资企业跨文化适应模式分析:结构方程建模.心理科学. 2001, (4): 414~418
56黄年根.国际企业的跨文化管理.南方冶金学院学报. 2003, 24(3): 30~31
57张素峰.国际化经营与跨文化管理.长江论坛. 2003, (4): 33~36
58徐丽娟.基于观念营销的营销组合研究.中国流通经济. 2004, (3): 48~50
59段宗雷.国际营销禁忌研究.武汉大学硕士学位论文. 2004
60侯海青.以顾客资产经营提升企业营销质量.商场现代化. 2005, (12): 221~222
61李建军.对消费的理性思考:文化差异的视角.企业研究. 2007, (1): 26~28
62张梦霞.女性购买行为的价值观研究.北京:经济管理出版社, 2005: 3~4
63邵景波.顾客资产测量与提升研究.哈尔滨:哈尔滨工业大学出版社, 2008
64 Edmund D. Mc Garry. The Contractual Function in Marketing. The Journal of Business. 1951, 4: 96~113
65蔡继明,刘澜飚,贺京同.无形资产评估理论与实践.中国物价出版社, 2002
66 Theodore Levitt. The Globalization of Markets. Harvard Business Review. 1983, 61(3): 92~102
67 Leonard Berry. Relationship Marketing. American Marketing Association, 1983: 146
68 Barbara B. Jackson. Build Customer Relationships that Last. Harvard Business Review. 1985, (11-12): 195
69 V. A. Zeithaml. Consumer Perceptions of Price, Quality and Value: A Mean-End Model and Synthesis of Evidence. Journal of Marketing. 1988, 52(7): 2~22
70 B. T. Gale. Managing Customer Value. New York: The Free Press, 1994: 112~118
71 R. B. Woodruff. Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science. 1997, 25(3): 139~153
72徐继红.顾客资产经营的动因及思路.上海第二工业大学学报. 2004, (2): 71~74
73韩选利.顾客价值管理探析.中外企业家. 2004, (7): 64~65
74 Kroeber, Kluckhohn. Culture: A Critical Review of Concepts and Definition. Peabody Papers. 1952, 27(l)
75 Hofstede. Culture Consequences: International Differences in Work-Related Values. California: Sage, Beverly Hills. 1980
76 [美]萨默瓦等.文化模式与传播方法.麻争旗译.北京广播学院出版社,2003: 7
77罗建,刘承志.美国市场学.陕西师范大学山版社, 2001
78 Hofstede, Bond. The Confucius Connection: From Cultural Roots to Economic Growth. 0rganizational Dynamics. 1988, 16: 4~21
79司马云杰.文化社会学.济南:山东人民出版社, 1990: 88
80谢衡晓.从Hofstede的文化视角看中国文化在创新中的作用.科技创业. 2007, (1): 27~29
81肖兰. Hofstede文化测度下中国东西部的文化差异.经济研究导刊. 2008, (19): 177~178
82权立枝,吴晓东.中国传统文化对人们消费心理与行为的影响.山西高等学校社会科学学报. 2002, 14(10): 40~42
83董金松,陈通.基于文化价值观的消费者行为研究.辽宁工学院学报. 2006, 8(5): 18~21
84陈宪.中国奢侈品消费行为分析——从儒家文化影响的角度.市场营销导刊. 2007, (1): 42~45
85 Mueller, Thomas. Culture and Entrepreneurial Potential: A Nine Country Study of Locus of Control and Innovativeness. Journal of Business Venturing. 2001, 16: 51~75
86赵志刚.消费者国家文化特征对其网上购物接受行为影响的实证研究.中南大学硕士学位论文. 2006: 44
87郭庆科.中国传统文化维度的心理分析.山东师大师大学报(社会科学版). 2008, (4): 84~86
88王佳强.文化对创业导向影响的实证研究.吉林大学管理学硕士学位论文. 2007: 36
89汤新煌,关哲.试析霍夫斯泰德的文化维度理论——跨文化视角.辽东学院学报(社会科学版). 2006, 8(4): 57~61
90 Hofstede. Cultures and Organizations: Software of the Mind. New York: McGraw-Hill, 1991
91徐小娟.论广告的文化环境.北京工商大学学报. 2002, (1): 66~70
92 R. B. Kaplan. Cultural Thought Patterns in Intercultural Education. Language Learning. 1996, (16): 1~20
93 Andesron, Jmaes C. and Dvaid W. Gebrnig. Structural Modeling in Practice: AReview and Recommended Two-Step Approach. Psychological Bulletin. 1988, 103(3): 411~423
94侯杰泰,温忠麟,成子娟.结构方程模型及其应用.北京:教育科学出版社,2005: 125~126
95曾五一,黄炳艺.调查问卷的可信度和有效度分析.统计与信息论坛. 2005, 20(6):11~15
96徐笑君,王园园.跨国公司内部知识转移中民族文化因素影响分析——基于Hofstede民族文化维度视角.科学学与科学技术管理. 2008, (4): 86~91
2郑浩,胡正明.论顾客资产管理的实施模型.商业研究. 2005, (13): 51~54
3乔均,张林恩.用顾客资产聚集市场战略.广告研究. 2007, (2): 137~141
4 [美]菲利普?科特勒.营销管理——分析、计划、执行和控制.第8版.上海人民出版社, 1997
5崔海云.顾客资产及其驱动因素的实证研究.安徽财经大学硕士学位论文. 2007: 7~23
6李贻伟,黎永泰.论文化差异对跨文化营销的双刃剑作用.经济体制改革. 2003, (4): 57~60
7周立公.国际化经营的跨文化管理.上海商业. 2000, (3): 11~14
8何伟俊.市场营销中的文化因素与跨文化理论体系构建.学术研究. 2000, (12): 23~26
9 Blattberg R, Deighton J. Manage Marketing by the Customer Equity Test. Harvard Business Review, 1996, (8-10): 136~144
10 Michael J. Dorsch, Les Carlson. A Transaction Approach to Understanding and Managing Customer Equity. Journal of Business Research. 1996, (35): 253~264
11杨永恒,王永贵.顾客关系管理的内涵、驱动因素及成长维度.南开管理评论. 2002, (2): 48~52
12刘英姿,姚兰.几种客户资产计算方法的比较分析.工业工程与管理. 2003, (5): 49~52
13罗兰? T?拉斯特等著.驾驭顾客资产.张平淡译.企业管理出版社, 2001
14 P. D. Berger, N. I. Nasr. Customer Lifetime Value: Marketing Models and Applications. Journal of Interactive Marketing. 1998, (12): 17~30
15 Jain and Singh. Customer Lifetime Value Research in Marketing: A Review and Future Directions. Journal of Interactive Marketing. 2002, 16: 34～46
16 E. W. Anderson. Customer Satisfaction and Word of Mouth. Journal of Service Research. 1998, 1(1): 1~14
17 L. A. Bettencourt. Customer Voluntary Performance: Customers as Partners in Service Delivery. Journal of Retailing. 1997, 73(3): 383~406
18 P. C. Verhoef, P. H. Franses and J. C. Hoekstra. The Impact of Satisfaction andPayment Equity on Cross-Buying: A Dynamic Model for a Multi-Service Provider. Journal of Retailing. 2001, 77(3): 359~378
19 P. C. Verhoef, P. H. Franses and B. Donkers. Changing Perceptions and Changing Behavior in Customer Relationships. Marketing Letters. 2002, 13(2): 121~134
20 Rust, Zeithaml and Lemon. Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy. New York: The Free Press. 2000
21 Katherine. N. Lemen. What Drives Customer Equity. Marketing Management. 2001, (10): 20~25
22 Rogerson W. Reputation and Produce Quality. The Bell Journal of Economic. 1983, (14): 508~516
23 Lemon, Rust, Zeithaml. What Drives Customer Equity: A Company’s Current Customers Marketing. Journal of Consumer Marketing. 1998, 15(6): 544~557
24 Taeschler D. Metrical Approaches to Customer Equity through CRM. Gráfica.e CRM Corp. 2002, (2): 1~18
25 R. M. Morgan, S. D. Hunt. The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing. 1994, 58(3): 20~38
26 E. W. Anderson. Cross-Category Variation in Customer Satisfaction and Retention. Marketing Letters. 1994, 5(1): 19~30
27 F. Leyland, T. Michael and B. Pierre. Turning Competitive Advantage into Customer Equity. Business Horizons. 2000, (9-10): 11~18
28 R. T. Rust, K. N. Lemon, V. A. Zeithaml. Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing. 2004, (1): 109~127
29 Julian Villanueva, Dominique M. Hanssens. Customer Equity: Measurement, Management and Research Opportunities. Foundations and Trends in Marketing. 2007, 1(1): 1~95
30 Bolton. A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction. Marketing Science. 1998, 17(1): 45~65
31 W. J. Reinartz, V. Kumar. The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration. Journal of Marketing. 2003, 67(1): 77~99
32 J. S. Thomas. A Methodology for Linking Customer Acquisition to Customer Retention. Journal of Marketing Research. 2001, 38(2): 262~268
33 Bolton R N, Lemon K N, Verhoef P C. The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for FutureResearch. Journal of the Academy of Marketing Science. 2004, 32(3): 271~292
34 Ruth N. Bolton, P. K. Kannan and M. D. Bramlett. Implication of Loyalty Programs and Service Experiences for Customer Retention and Value. Journal of the Academy of Marketing Science. 2000, 28(1): 95~108
35 K. N. Lemon, R. N. Bolton. Modeling the Customer Upgrade Decision. Edmonton. Paper Presented at the Marketing Science Conference. Canada, 2002: 7~30
36 [美]查尔斯?甘瑟尔,艾琳?罗杰斯,马克?雷诺.并购中的企业文化整合.北京:中国人民出版社出版社, 2004: 11
37李敏,黄爱华.国际企业管理.广州:华南理工大学出版社, 2006
38泰勒著.原始文化.连树生译.上海:上海文艺出版社, 1992
39 Jan-Benediet, E. M. Steenkamp. The Role of National Culture in International Marketing Research. International Marketing Review. 2001
40 Smith, Dugan and Trompenaars, F. National Culture and the Values of Organizational Employees: A Dimensional Analysis across 43 Countries. Joumal of Cross-Cultural Psychology. 1996, 27(3): 231~264
41 Jeffrey Wade Overby. The Impact of National Culture upon the Customer Value Hierarchy: A Comparison between French and American Consumers. PHD dissertation. The University of Tennessee. 2000
42 David H. Holt, Karen W. Wigglnton著.跨国管理.王晓龙,史锐译.第二版.清华大学出版社, 2005
43汪涛,徐岚.顾客资产与竞争优势.中国软科学. 2002, (1): 52~56
44汪涛,徐岚.经营顾客资产.经济管理. 2001, (10): 51~53
45于坤章,谢峰.顾客资产的实质与特性.湖南大学学报(社会科学版). 2005, 19(1): 53~57
46汪纯孝,韩小芸,田金梅.顾客资产管理.商业经济文荟. 2002, (2): 33~35
47吴勇毅,王金宝.从品牌资产转向顾客资产.品牌战略. 2002, (10): 42~43
48崔海云.移动通信企业顾客资产的实证研究.山东经济管理干部学院学报. 2006, 14(4): 48~50
49胡翠华.证券信息服务中的关系营销与顾客资产管理.现代管理科学. 2007, (4): 115~117
50苏怀言,王元明.以顾客资产为导向的服装品牌营销.山东纺织科技. 2007, (2): 36~38
51兰定锋.保险公司顾客资产管理.经营管理. 2007, (1): 199~200
52宝贡敏.论适合我国管理文化特点的企业管理模式.浙江大学学报. 2000,(6) : 5~10
53杜汉清.浅论文化因素对跨国经营的影响.经济理论研究. 2007, (7): 89~91
54黎伟.跨文化企业管理初探.四川大学学报. 2008, (1): 14~20
55杜红,王重鸣.外资企业跨文化适应模式分析:结构方程建模.心理科学. 2001, (4): 414~418
56黄年根.国际企业的跨文化管理.南方冶金学院学报. 2003, 24(3): 30~31
57张素峰.国际化经营与跨文化管理.长江论坛. 2003, (4): 33~36
58徐丽娟.基于观念营销的营销组合研究.中国流通经济. 2004, (3): 48~50
59段宗雷.国际营销禁忌研究.武汉大学硕士学位论文. 2004
60侯海青.以顾客资产经营提升企业营销质量.商场现代化. 2005, (12): 221~222
61李建军.对消费的理性思考:文化差异的视角.企业研究. 2007, (1): 26~28
62张梦霞.女性购买行为的价值观研究.北京:经济管理出版社, 2005: 3~4
63邵景波.顾客资产测量与提升研究.哈尔滨:哈尔滨工业大学出版社, 2008
64 Edmund D. Mc Garry. The Contractual Function in Marketing. The Journal of Business. 1951, 4: 96~113
65蔡继明,刘澜飚,贺京同.无形资产评估理论与实践.中国物价出版社, 2002
66 Theodore Levitt. The Globalization of Markets. Harvard Business Review. 1983, 61(3): 92~102
67 Leonard Berry. Relationship Marketing. American Marketing Association, 1983: 146
68 Barbara B. Jackson. Build Customer Relationships that Last. Harvard Business Review. 1985, (11-12): 195
69 V. A. Zeithaml. Consumer Perceptions of Price, Quality and Value: A Mean-End Model and Synthesis of Evidence. Journal of Marketing. 1988, 52(7): 2~22
70 B. T. Gale. Managing Customer Value. New York: The Free Press, 1994: 112~118
71 R. B. Woodruff. Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science. 1997, 25(3): 139~153
72徐继红.顾客资产经营的动因及思路.上海第二工业大学学报. 2004, (2): 71~74
73韩选利.顾客价值管理探析.中外企业家. 2004, (7): 64~65
74 Kroeber, Kluckhohn. Culture: A Critical Review of Concepts and Definition. Peabody Papers. 1952, 27(l)
75 Hofstede. Culture Consequences: International Differences in Work-Related Values. California: Sage, Beverly Hills. 1980
76 [美]萨默瓦等.文化模式与传播方法.麻争旗译.北京广播学院出版社,2003: 7
77罗建,刘承志.美国市场学.陕西师范大学山版社, 2001
78 Hofstede, Bond. The Confucius Connection: From Cultural Roots to Economic Growth. 0rganizational Dynamics. 1988, 16: 4~21
79司马云杰.文化社会学.济南:山东人民出版社, 1990: 88
80谢衡晓.从Hofstede的文化视角看中国文化在创新中的作用.科技创业. 2007, (1): 27~29
81肖兰. Hofstede文化测度下中国东西部的文化差异.经济研究导刊. 2008, (19): 177~178
82权立枝,吴晓东.中国传统文化对人们消费心理与行为的影响.山西高等学校社会科学学报. 2002, 14(10): 40~42
83董金松,陈通.基于文化价值观的消费者行为研究.辽宁工学院学报. 2006, 8(5): 18~21
84陈宪.中国奢侈品消费行为分析——从儒家文化影响的角度.市场营销导刊. 2007, (1): 42~45
85 Mueller, Thomas. Culture and Entrepreneurial Potential: A Nine Country Study of Locus of Control and Innovativeness. Journal of Business Venturing. 2001, 16: 51~75
86赵志刚.消费者国家文化特征对其网上购物接受行为影响的实证研究.中南大学硕士学位论文. 2006: 44
87郭庆科.中国传统文化维度的心理分析.山东师大师大学报(社会科学版). 2008, (4): 84~86
88王佳强.文化对创业导向影响的实证研究.吉林大学管理学硕士学位论文. 2007: 36
89汤新煌,关哲.试析霍夫斯泰德的文化维度理论——跨文化视角.辽东学院学报(社会科学版). 2006, 8(4): 57~61
90 Hofstede. Cultures and Organizations: Software of the Mind. New York: McGraw-Hill, 1991
91徐小娟.论广告的文化环境.北京工商大学学报. 2002, (1): 66~70
92 R. B. Kaplan. Cultural Thought Patterns in Intercultural Education. Language Learning. 1996, (16): 1~20
93 Andesron, Jmaes C. and Dvaid W. Gebrnig. Structural Modeling in Practice: AReview and Recommended Two-Step Approach. Psychological Bulletin. 1988, 103(3): 411~423
94侯杰泰,温忠麟,成子娟.结构方程模型及其应用.北京:教育科学出版社,2005: 125~126
95曾五一,黄炳艺.调查问卷的可信度和有效度分析.统计与信息论坛. 2005, 20(6):11~15
96徐笑君,王园园.跨国公司内部知识转移中民族文化因素影响分析——基于Hofstede民族文化维度视角.科学学与科学技术管理. 2008, (4): 86~91