CAJ | 학술논문

随着企业向以市场导向和顾客导向为中心的经营思维转变，在企业供应链整合过程中的客户整合越来越占据主导地位。从采购、营销、销售到服务，都需要企业与客户及合作伙伴在多个接触点开展及时的个性化交流，针对他们的偏好而优化渠道的接入模式，通过预测客户的行为并采取措施而保持客户的忠诚度。基于企业供应链中有关客户整合的有关理论，以及网络关系信任建立的两阶段模型，通过对海尔集团的分销商的175家企业样本数据，对客户关系学习与合作关系价值之间影响机制进行探讨。研究发现：客户关系学习对关系信任和协同合作有显著的直接正向影响，关系信任和协同合作对合作关系价值有直接的正向影响，而协同合作对关系价值的作用更重要。
수착기업향이시장도향화고객도향위중심적경영사유전변，재기업공응련정합과정중적객호정합월래월점거주도지위。종채구、영소、소수도복무，도수요기업여객호급합작화반재다개접촉점개전급시적개성화교류，침대타문적편호이우화거도적접입모식，통과예측객호적행위병채취조시이보지객호적충성도。기우기업공응련중유관객호정합적유관이론，이급망락관계신임건립적량계단모형，통과대해이집단적분소상적175가기업양본수거，대객호관계학습여합작관계개치지간영향궤제진행탐토。연구발현：객호관계학습대관계신임화협동합작유현저적직접정향영향，관계신임화협동합작대합작관계개치유직접적정향영향，이협동합작대관계개치적작용경중요。
As the management idea of enterprises turned to market orientation and clients orientation as center, the clients reorganization becomes more and more important in the reorganization of supplies chains of enterprises. From purchasing to marketing and from selling to service, the individual communication in time is need in many situations between enterprises and clients or cooperative partners. We need to improve the communicative ways in accordance with the clients partiality and take measures by projecting the clients behavior in order to maintain the clients loyalty. Based on the related theories a- bout clients reorganization and the patterns of net relations in trust of two periods and the sample data of 175 sale agencies of Haier Group company, this paper discussed the influenced mechanism between clients relations learning and cooperative relations value and found that the clients relations learning has a positive influence to the relations believing and cooperation, and the relation believing and cooperation have a positive influence to the relation value in cooperation, but the cooperation is more important than the relation value.