随着市场开放程度的不断加深和信息技术的飞速发展，市场环境在不断发生变化，企业 不得不改变原有的营销策略来应对更加严峻的市场竞争。实行关系营销导向战略有助于企业 间形成良好的合作关系，对于增强企业在产业中的竞争地位具有重要意义。鉴于对关系营销 重要性的认识，部分企业积极实施关系营销战略，但从实施的效果看差异性较大。同时关系 营销导向如何影响企业营销绩效备受国内外学者争议。基于此，本研究探讨关系营销导向与 营销绩效之间的关系，并引入服务传递创新作为中介变量来研究关系营销导向与营销绩效的 作用机制。 本研究在战略导向理论基础上，构建关系营销导向通过服务传递创新对营销绩效影响的 模型。研究采用问卷调查方法获取相关数据并进行实证分析。首先对预调研数据进行描述性 统计分析和信效度检验，确保问卷量表具有良好的信效度。其次采用 SPSS 和 AMOS 软件对 正式调研的数据进行描述性统计分析、信效度分析、模型假设检验。研究结果表明：第一， 关系营销导向对营销绩效有正向促进作用。第二，关系营销导向对服务传递创新有正向促进 作用；第三，服务传递创新对营销绩效有正向促进作用；第四，服务传递创新在关系营销导 向与营销绩效关系中起中介作用。最后结合研究结论，从关系营销导向、服务传递创新的角 度为企业提供相关管理建议，以促进企业营销绩效的提升。 关键词: 关系营销导向，营销绩效，服务传递创新II Abstract With the deepening of market openness and the rapid development of information technology, the market environment is constantly changing. Enterprises have to change their original marketing strategies to cope with more severe market competition. The implementation of relationship marketing-oriented strategy helps to form a good cooperative relationship between enterprises and enhance the competitive position of enterprises in the industry. In view of the understanding of the importance of relationship marketing, some enterprises actively implement the relationship marketing strategy, but the implementation effect is very different. At the same time, how relationship marketing orientation affects the marketing performance of enterprises is controversially debated by scholars at home and abroad. Based on this, this study explores the relationship between relationship marketing orientation and marketing performance, and introduces service delivery innovation as an intermediary variable to study the mechanism of relationship marketing orientation and marketing performance. Based on the theory of strategic orientation, this study constructs a model of relationship marketing orientation influencing marketing performance through service delivery innovation. This study uses questionnaire survey method to obtain relevant data, and carries out empirical analysis. Firstly, descriptive statistical analysis and reliability and validity test of the pre-survey data are carried out to ensure that the questionnaire has good reliability and validity; Secondly, descriptive statistical analysis, reliability and validity analysis and model hypothesis test are carried out on the data of formal survey by using SPSS and AMOS software. The results show that: Firstly,the positive impact of relationship marketing orientation on marketing performance; secondly, Relationship marketing orientation has a positive impact on service delivery innovation; third, Service delivery innovation has a positive impact on marketing performance; fourth, Service delivery innovation plays an intermediary role in the relationship between relationship marketing orientation and marketing performance. Finally, according to the research conclusions, this study provides relevant management suggestions for enterprises from the perspective of relationship marketing orientation and service delivery innovation to promote the improvement of marketing performance. Key words: Relationship Marketing Orientation, Marketing Performance, Service Delivery InnovationIII 目录 第一章 绪论............................................................................................................................................................. 1 研究背景与问题提出................................................................................................................................ 1 研究意义.................................................................................................................................................... 3 1.2.1 理论意义......................................................................................................................................... 3 1.2.2 实践意义......................................................................................................................................... 3 研究思路.................................................................................................................................................... 3 研究方法.................................................................................................................................................... 4 第二章 文献综述..................................................................................................................................................... 6 关系营销导向............................................................................................................................................ 6 2.1.1 关系营销导向的概念 ..................................................................................................................... 6 2.1.2 关系营销导向的测量 ..................................................................................................................... 7 2.2.3 关系营销导向的相关研究 ............................................................................................................. 8 服务传递创新.......................................................................................................................................... 10 2.2.1 服务传递创新的概念 ................................................................................................................... 10 2.2.2 服务传递创新的测量 ....................................................................................................................11 2.2.3 服务传递创新的相关研究 ............................................................................................................11 营销绩效.................................................................................................................................................. 12 2.3.1 营销绩效的概念 ........................................................................................................................... 12 2.3.2 营销绩效的测量 ........................................................................................................................... 12 2.3.3 营销绩效的相关研究 ................................................................................................................... 14 第三章 研究模型构建........................................................................................................................................... 16 模型构建的理论基础.............................................................................................................................. 16 研究假设.................................................................................................................................................. 17 3.2.1 关系营销导向与营销绩效的关系及假设.................................................................................... 17 3.2.2 关系营销导向与服务传递创新的关系及假设............................................................................ 20 3.3.3 服务传递创新与营销绩效的关系及假设.................................................................................... 21 3.3.4 服务传递创新的中介效应假设.................................................................................................... 22 研究模型的构建...................................................................................................................................... 22 第四章 问卷设计与小样本测试 ...........................................................................