Research On The Influence Mechanism Of Differentiated Marketing On Customer Satisfaction In Competitive Network Environment

In recent years,with the further promotion of the market-oriented reform,the market environment faced by enterprises in the wave of economic globalization is becoming more and more complex,and the competition among enterprises is becoming more and more serious.How to grasp market dynamics and understand customer needs in a competitive environment has become the focus of enterprises.Differentiated marketing,as an important means to shape brand value and meet different customers' needs,is a key strategy for enterprises to implement marketing strategy.Moreover,with the rapid development of the national economy,the consumption level of customers is escalating,and the brand effect is becoming more and more obvious in the minds of consumers.But at present,the knowledge of brand value needs to be further strengthened.Besides,how to comply with the complex external environment and how to implement differential marketing to attract more attention,enhance brand cognition and obtain higher customer satisfaction has become a practical problem to be studied.Therefore,the purpose of this paper is to study the relationship between consumer brand cognition and customer satisfaction under the competitive network environment,and to further compare the effects of differentiated marketing on the effect mechanism of customer satisfaction under different competitive network structures.Based on this,on the basis of combing the network theory and dynamic competition theory,this paper first analyzes and analyzes the concepts and dimensions of the variable marketing,brand cognition,customer satisfaction,and the competitive network structure embedded in the network.Secondly,it selects the brand cognition as the intermediary variable and the competitive network structure as the regulating variable.This paper discusses the relationship between differentiated marketing and customer satisfaction,and analyzes its internal influence mechanism,and further puts forward the relevant theoretical assumptions and constructs the conceptual model needed in this paper.First,based on the related literature of customer satisfaction with differentiated marketing and the existing research on competitive network structure,this paper discusses the mechanism of brand cognition in the perspective of competitive network.Secondly,this paper selects 3551 catering enterprises in two cities of Beijing and Shanghai as the empirical object,calculates the distance between the catering enterprises according to the information obtained,and calculates the basic index of the competitive network structure of the enterprise through UCINET6.0 software.In order to verify the relevant theoretical hypothesis,we use SPSS21.0 to make descriptive statistics and correlation analysis on the variables treated,and examine the relationship between brand cognition and customer satisfaction,as well as the extent to which the competitive network structure embedded in the enterprise can regulate the relationship.Finally,we get the main conclusions of this paper through the results of the proof.The results show that differentiated marketing has a positive impact on customer satisfaction.Brand cognition plays a mediating role in the process of the impact of market differentiation on customer satisfaction;brand cognition plays a part of mediating role in the process of product differentiation on customer satisfaction.Network centrality has a negative adjustment effect on customer satisfaction,and the degree of network centrality has a positive regulating effect on brand cognition,and the degree of network centrality has a positive regulating effect on the effect of product differentiation on customer satisfaction.Network density has a positive moderating effect on differentiated marketing and customer satisfaction.Network centrality has a positive moderating effect on product differentiation and customer satisfaction,and is mediated by brand cognition.Based on the above empirical results,we get corresponding managerial implications.On the one hand,differentiated marketing strategy is a key strategy to improve customer satisfaction.On the other hand,the brand cognition of consumers to enterprises is helpful for differentiated marketing to play a role in customer satisfaction.In addition,enterprises should build their adaptable network structure according to different differentiated marketing methods,and sometimes consider consumers' role in brand cognition.Through the aforementioned management inspiration,it is expected that what kind of differentiation marketing strategy should be chosen for enterprises in different competitive network environment,how to improve brand cognition and obtain customer satisfaction effectively;and how to adjust what suitable for its own network structure under the existing differentiated marketing strategy.