本網(wǎng)訊2017年5月19日，應(yīng)偉德國(guó)際官網(wǎng)市場(chǎng)營(yíng)銷(xiāo)系邀請(qǐng)，美國(guó)南卡羅來(lái)納大學(xué)周晨博士于下午2點(diǎn)在主樓216會(huì)議室進(jìn)行了題為“Service Satisfaction-Market Share Relationships in Partnered Hybrid Offerings”的學(xué)術(shù)報(bào)告，報(bào)告會(huì)由偉德國(guó)際官網(wǎng)市場(chǎng)營(yíng)銷(xiāo)系主任馬寶龍教授主持。偉德國(guó)際官網(wǎng)市場(chǎng)營(yíng)銷(xiāo)系教師以及市場(chǎng)營(yíng)銷(xiāo)方向的博士生和碩士生等10余人參加了此次報(bào)告會(huì)。
周晨博士的報(bào)告主要基于她剛剛被國(guó)際營(yíng)銷(xiāo)頂級(jí)期刊Journal of Marketing接收的一個(gè)研究論文展開(kāi)，報(bào)告針對(duì)當(dāng)下市場(chǎng)中消費(fèi)者購(gòu)買(mǎi)的產(chǎn)品和服務(wù)可能來(lái)自不同的供應(yīng)商這種現(xiàn)象，例如，實(shí)體汽車(chē)由汽車(chē)制造商提供，而銷(xiāo)售、售后服務(wù)則由4S店提供，探討了關(guān)系服務(wù)滿意度與服務(wù)環(huán)境滿意度對(duì)服務(wù)市場(chǎng)份額和產(chǎn)品市場(chǎng)份額的影響。首先，周晨博士對(duì)關(guān)系服務(wù)滿意度和服務(wù)環(huán)境滿意度進(jìn)行了詳細(xì)的介紹，然后通過(guò)數(shù)據(jù)分析，得出服務(wù)滿意度對(duì)市場(chǎng)份額的正向影響和負(fù)向影響關(guān)系，最后分享了其研究結(jié)論對(duì)營(yíng)銷(xiāo)實(shí)踐的指導(dǎo)意義。報(bào)告會(huì)上，周晨博士引導(dǎo)同學(xué)們積極互動(dòng)，就報(bào)告會(huì)所談到的問(wèn)題展開(kāi)了熱烈討論。同學(xué)們踴躍提問(wèn)，周晨博士耐心細(xì)致地做出回答，尤其是針對(duì)研究如何緩和服務(wù)滿意度與市場(chǎng)份額之間的矛盾關(guān)系這一問(wèn)題，進(jìn)行了悉心的指導(dǎo)。
此次報(bào)告會(huì)偉德國(guó)際官網(wǎng)師生受益匪淺，相信通過(guò)周晨博士的經(jīng)驗(yàn)分享，我們今后在研究市場(chǎng)問(wèn)題上，也會(huì)更具國(guó)際視野。
周晨博士簡(jiǎn)介：
Chen Zhou is an Assistant Professor of Marketing at the Darla Moore School of Business, University of South Carolina. She received her Ph.D. degree in marketing from Pennsylvania State University. She uses quantitative methods to study managerial research problems. Her research interests are in the areas of service and marketing mix competition, service marketing inter-firm relationships and marketing-operations interface. She is currently teaching marketing research at the undergraduate level at the University of South Carolina. She has experience teaching marketing research, global marketing, and customer analytics at the undergraduate and master levels in Pennsylvania State University and Erasmus University Rotterdam, Netherlands.
