Research On The Impact Of Customer Perceived Value In Collaborative Marketing On Customer Loyalty

Collaborative marketing has become an important marketing choice for Chinese enterprises. With the acceleration of economic globalization process and the development of Chinese market economy, the pressure of competition is increasing. Every enterprise can not have absolute advantages in market competition forever, how to deal with complex market environment and competitive pressures, many enterprises expand their competitive advantages through the integration of resources. Collaborative marketing can effectively integrate resources among enterprises and benefit collaborative partners mutually so as for them to correspond to market changes jointly.Customer loyalty is an important goal which every enterprise pursues and is vital for the long-term development of enterprise. Especially at the present time with fierce market competition and severe loss of customers, many enterprises make customer loyalty as their long-term strategy. As for how to improve customer loyalty, many enterprises transfer their attention to customer perceived value. And customer perceived value has proved to be the source of customer loyalty.This paper tries to give suggestions for activities of enterprises' Collaborative Marketing through studying and summarizing related literature, building model for the impact of Customer Perceived Value in Collaborative Marketing on Customer Loyalty and analyzing the influence of the former upon customer loyalty with real examples. Compared to the studies made by previous scholars on Collaborative Marketing enterprises'perspectives, the main innovation of this paper is that this study is based on the consideration of enterprise customers, and considers that Customer Perceived Value is the source and driving force of customer loyalty. Customer Perceived Value in Collaborative Marketing shall pay attention to the value of collaborative brand compared to Customer Perceived Value of general products. Collaborative brand shall affect the loyalty of customers directly of indirectly. Through analyzing real examples, this paper studies the functional value, social value, emotional value, price value, convenient accessibility of enterprise collaborative products and the influence relations between customer value of collaborative products and customer loyalty, then comes to and conclusion.The first chapter of this paper presents the research background, purpose, significance, research ideas and methods for a basic understanding of this paper; the second chapter gives statements and analyses on the theories involved in this paper. Firstly, review the domestic and international collaborative marketing studies, then analyze the classification, the premise and the driving factors of collaborative marketing, summarize the definition of customer perceived value, model, and analyze Collaborative Marketing researches in the Perspective of Customer Perceived Value. Secondly, outline the definition of customer loyalty, classification, and driving model. Then summarize the researches of foreign scholars on the impact of customer perceived value on customer loyalty. Finally make an assessment on this research review to draw out the significance of this paper.The third chapter makes assumptions and design inventories through analyzing the structure of customer perceived value in collaborative marketing, building model for the impact of Customer Perceived Value in Collaborative Marketing on Customer Loyalty. The fourth chapter carries out demonstration study on the research model in this paper. Collect data through the questionnaire, and make sample statistics, descriptive statistics, reliability and validity analysis, correlation and regression analysis to the data.At last, based on research model and empirical analysis, conduct hypothesis tests for this research, and draw conclusion and explain the conclusion. Make marketing recommendations to enterprises for improving the success rate of collaborative marketing and proposed the limitations in the study of collaborative marketing of this paper and directions for future research.