The Influence Of Differentiated Strategy Of Embedded Competitive Network Location Chain Enterprises On Customer Performance

Chain enterprises refer to the form of chain operation,which forms a whole enterprise with many branches.In the service industry,the characteristics of service provision and consumption at the same time make service enterprises prefer to use chain operation to expand,so as to realize scale effect.When a chain enterprise opens a branch in a new address,it will cause the branch to be in the new competition network.In the new competition network,the network position embedded by the chain enterprise will influence the behavior and performance of the enterprise.Therefore,it is very important to study whether the differentiation strategy of the chain enterprises can improve the customer performance.Domestic and foreign scholars have shown that network embeddedness has a positive impact on the economic behavior of enterprises.However,there are few researches on the relationship between the location Embeddedness and the performance,and there are few studies on the relationship among the three aspects: the location embeddedness,the differentiation strategy and the customer performance.Based on this,this paper reviews the relevant literature of competitive network location embeddedness,differentiation strategy and customer performance.Based on the study of the relationship between competitive network embeddedness and customer performance,this paper focuses on whether the differentiation strategy of embedded competitive network location chain can improve customer performance.On the basis of the theory,the paper puts forward the hypothesis and constructs the conceptual model.On this basis,this paper takes 395 high-end catering chain enterprises in Beijing as the empirical research object.First of all,in the public comment online collection of high-end restaurant chain in Beijing basic information,the use of Locoyspider data acquisition platform to grab the high-end restaurant chain in Beijing address information.Using SPSS21.0 for descriptive statistical analysis and correlation of the collected data,and examine the relationship between competition and customer performance embedded network location,and the question of whether the difference strategy of embedded competition network location of chain enterprises can enhance customer performance;finally,according to empirical validation of the relevant conclusions,and put forward the management according to the conclusion.The results showed that the competition network location embedding has a positiveimpact on customer performance,namely the centrality of customer performance positively influence the structure of hole has positive impact on customer performance;competitive position of embedded network has a positive influence on horizontal differentiation strategy,namely The center degree has a positive effect on the horizontal differentiation strategy,and the structural hole has a positive effect on the horizontal differentiation strategy.The structural hole has a positive effect on the vertical differentiation strategy,but the central degree has no obvious relationship with the vertical differentiation strategy;differentiation strategy has a positive impact on customer performance,namely the strategy of horizontal difference has positive impact on customer performance,vertical differentiation strategy has positive impact on customer performance;horizontal differentiation strategy in the competition of network location plays a part intermediary role of customer performance,namely horizontal differentiation strategy in the center of the impact of customer performance In the part of the intermediary role,horizontal differentiation strategy in structural hole effect plays a part intermediary role in customer performance;vertical differentiation strategy in structural hole effect plays a part intermediary role in customer performance,but the vertical differentiation strategy in the center of the effect is not obvious intermediary role in customer performance.