摘要
通过文献梳理把源于组织行为学领域中的心理契约引入营销情境,从企业和顾客两个角度分析不同类型的心理契约关系及其影响因素,进而探寻心理契约形成的基本原理,并根据顾客购买过程分析心理契约的形成过程。在此基础上从目标顾客确定、内在实力提升、品牌建立推广、加强互动等方面寻求构建有效心理契约的方法。
On the basis of the study on the reference, this article led psychological contract theory into marketing context which originated from organizational behavioral research.The aims of the study are to ana-lyze the types and the relating factors of psychological contract relationship, from both enterprises and custom-ers.It also reached the study on the basic principle of psychological contract and the process based on custom-ers’ purchasing activities, as well as the methods used on corresponding academic fields including the Deter-mination of the targeted customers, the promotion of intrinsic strength, brand building and stretching and the interaction between customers and business owners.
出处
《哈尔滨师范大学社会科学学报》
2015年第1期59-62,共4页
Journal of Social Science of Harbin Normal University
基金
龙岩学院校立服务海西项目(LYXY2011025)
关键词
心理契约
营销情境
心理契约关系
psychological contract
marketing context
psychological contract relationship
