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姓 名: 康俊
系 别: 市场营销系
职 称: 副教授
办 公 室: 工商管理学院
办公电话: 86-731-88822899
移动电话:  
E-mail: junkang@hnu.edu.cn

个人简介

        康俊,博士,现任湖南大学工商管理学院助理教授,市场营销系系主任。兼任中国高等院校市场学研究会理事、湖南省市场学会理事。

教育背景

2008.08-2012.09   (美国)马萨诸塞大学 市场营销学             博士

2005.09-2015.07   中国人民大学             市场营销管理          博士

2001.09-2005.07   中国人民大学            市场营销                学士

职业经历

2012.9~至今

湖南大学工商管理学院助理教授(2015年起任工商管理学院市场营销系主任)

讲授课程

本科:市场营销学、市场调查与预测、专业英语、营销前沿、营销分析学

硕士:管理研究方法论、营销战略经典文献导读

 

 

研究领域

1. 客户关系管理

2. 营销战略与绩效

3. 商务与工业品营销(组织间营销)

4. 渠道管理与绩效

 

研究成果

1、论文

[1] 杨智,姜鑫,康俊. 关系利益对顾客互动行为的影响分析. 商业经济研究,2015 (26):62-64.

摘要:本文基于顾客满意和顾客—企业认同的视角,构建了关系利益对顾客互动行为影响的理论模型。实证研究发现:关系利益不仅可提升顾客满意,而且可激发更深层次的顾客-企业认同;关系利益主要通过顾客-企业认同影响顾客互动行为;此外,关系利益的不同维度对顾客互动行为的影响效应各异。

[2]康俊,江林,郭益. 顾客-企业认同研究述评与展望. 外国经济与管理,2014,36(2): 24-34.

摘要: 顾客—企业认同是顾客关系管理领域的核心概念之一,建立顾客—企业认同是顾客—企业关系由经济型向社会型转变的重要路径。本文阐述了顾客—企业认同的定义及基本特征,回顾了顾客—企业认同的主要测量方法,从三个角度对顾客—企业认同的形成机制及其理论基础进行了梳理和评价,阐述了顾客—企业认同效应链的结构及其作用效果,归纳了顾客—企业认同的构建平台及核心要素,并就未来的研究方向提出了建议。

[3]Brashear T G, Kang J, Groza M D. Leveraging Loyalty Programs to Build Customer-company Identification.  Journal of Business Research, 2016, 69(3):1190-1198.

摘要:This study proposes that loyalty programs lead to customer–company identification (CCID) formation. The empirical results show that non-financial benefits from loyalty programs can promote CCID by inducing customers' feelings of status and belonging in a company-initiated community. Relationship marketers interested in building customer identification with loyalty programs therefore should design proper non-financial investment portfolios to strengthen and confirm customers' feelings of status and belongingness.

[4] Asare A K, Brashear T G, Kang J. B2B Technology Adoption in Customer Driven Supply Chains.  Journal of Business & Industrial Marketing, 2016, 31(1):1-12.

摘要:The purpose of this article is to develop and propose a comprehensive framework that identifies the factors that influence a company’s decision to adopt business to business (B2B) technologies. The authors review the literature regarding technology adoption from multiple disciplines including: Supply Chain Management, Logistics, Sociology, Information Systems, Marketing and Economics. A synthesis of the review provides the foundation for developing a comprehensive model of inter-firm technology adoption. The review and synthesis finds inconsistencies in the theoretical models and constructs used in previous studies of inter-firm technology adoption. The comprehensive framework presented identifies four major categories of antecedents to technology adoption: characteristics of a technology, organizational factors, external factors and relationships. The presented model focuses attention on the inclusion of relational factors that affect the adoption of B2B technology.  An important area that has been ignored in the inter-firm adoption literature is the impact of inter-firm relationships on technology adoption. This paper emphasizes the importance of inter-firm relationships and identifies power, trust and justice as important relationships that influence the adoption of inter-firm technologies. The expanded framework identifies the antecedents of B2B technology adoption, which can be used as a guiding framework by both academics and practitioners. The paper also offers directions for future work in the form of propositions.

[5] Kang J, Brashear T G, Groza M D. Customer–company Identification and the Effectiveness of Loyalty Programs. Journal of Business Research, 2015: 68(2), 464-471.

摘要:Customer loyalty programs constitute an important customer relationship management tool, adopted by multiple industries. This study investigates how customers perceive benefits from a loyalty program that enhance their loyalty to that program directly, as well as to the company indirectly through program loyalty. Our findings show that program loyalty and customer–company identification enhance customer loyalty toward the company. The development of customer–company identification can transform program loyalty into company loyalty, and reduce the company's latent financial risk.

[6] Asare A K, Brashear T G, Yang J et al. The Relationship between Supplier Development and Firm Performance: The Mediating Role of Marketing Process Improvement. Journal of Business & Industrial Marketing, 2013, 28(6): 523-532. 

摘要:The purpose of this paper is to test the market‐based asset framework by examining the role of marketing process improvements in the relationship between a buyer firm's supplier‐related activities and its performance. Interviews with executives who were involved in supplier development were conducted to learn more about supplier development and to help in the development of the survey constructs. A self‐report survey was then developed online to collect data for the study. In total, 338 executives responded and partial least squares (PLS) structural equation modeling was used to test the hypotheses developed in the study.  Marketing process improvements were found to mediate the relationship between a firm's supplier development efforts and firm performance, thus providing empirical support for the market‐based asset framework. The study also found that a firm's supplier development activities can lead to improvements in its marketing processes. For too long, a firm's supply chain has been seen as the primary domain of the supply chain and operations department, even though supply chain decisions and errors have a considerable impact on the ability of marketing professionals to perform. The findings in this study demonstrate the value of the relationship between a firm's supply chain and its marketing activities and as such makes the case for marketing executives to be more involved in supply chain activities.

 

2、研究项目

主持

联合型忠诚计划的多边忠诚关系模式及其驱动机理:价值创造与价值获取的整合视角. 国家自然科学基金青年项目. 2015-2017. 项目主持人.

参与

[1] 产学研协同知识创新生态系统演化机理与政策支持效应评价. 国家自然科学基金面上项目. 2016-2019. 主要研究人员.

[2] 跨界知识搜索渠道与策略组合对企业创新绩效的作用机理研究.国家自然科学基金青年项目. 2016-2018. 主要研究人员.

 

 

 

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