客户导向视域下专业市场转型升级路径研究

Research on the Path of Transformation and Upgrading of Professional Market from the Perspective of Customer Orientation

作为改革开放30多年来流通领域的一项重要制度创新,专业市场正面临转型升级的改革阵痛。专业市场作为一个商品交易场所,是以满足客户需求为基本出发点和归宿的,因此,客户导向理应成为专业市场转型升级的重要指南。在学界,相关文献对专业市场的研究大多从流通领域发展、空间规模、历史演变等角度进行探讨,鲜有从营销视角基于客户导向的研究。笔者认为,专业市场转型的战略取向是:以客户为导向,构建专业市场、顾客之间的渠道响应机制,实现互动共赢、共生共荣。以客户为中心,为客户提供解决方案,是客户导向的专业市场转型升级的内涵诠释与行动指南。构建渠道响应机制,关键是要实施市场创新、盈利模式创新、平台创新以及关系价值创新等营销创新方略,也需要"触网触电"的因势而变,向全产业链要效益,以及充分发挥政府、行业协会、高校在转型升级中的作用等配套支持。依赖渠道响应机制的构建与完善,推动并实现客户导向的专业市场转型升级。

As an important institutional innovation of circulation field since reform and opening 30 years,professional market is facing the pain of reform and upgrading. As a commodity trading place,it is a basic starting point and destination for professional market to meet customer needs,customer orientation should become an important guide to professional market transformation and upgrading. In the academic circles,the research of professional market focused on the development of circulation,space scale,historical evolution and so on. The research from the perspective of marketing and customer orientation was rare. In my opinion,the strategic orientation of professional market transformation is that： customer oriented,building channel response mechanism between professional market and the customer,achieving interactive win-win,symbiosis and coprosperity. Regard customers as the center,providing customers with solutions,is the connotation interpretation and action guide of professional market transformation and upgrading under customer oriented. The key to build channel response mechanism is to implement the market innovation,profit model innovation,platform innovation and relationship value innovation,and to provide the corresponding support,include changing with contact network and e-commerce to meet the new situation,to obtain the benefit from the whole industry chain,and to make full use of the government,industry associations,and universities in transformation and upgrading. Relying on the construction and improvement of the mechanism,professional market transformation and upgrading will be achieved.