营销情境中心理契约的形成及构建

摘要

On the basis of the study on the reference, this article led psychological contract theory into marketing context which originated from organizational behavioral research.The aims of the study are to ana-lyze the types and the relating factors of psychological contract relationship, from both enterprises and custom-ers.It also reached the study on the basic principle of psychological contract and the process based on custom-ers’ purchasing activities, as well as the methods used on corresponding academic fields including the Deter-mination of the targeted customers, the promotion of intrinsic strength, brand building and stretching and the interaction between customers and business owners.%通过文献梳理把源于组织行为学领域中的心理契约引入营销情境，从企业和顾客两个角度分析不同类型的心理契约关系及其影响因素，进而探寻心理契约形成的基本原理，并根据顾客购买过程分析心理契约的形成过程。在此基础上从目标顾客确定、内在实力提升、品牌建立推广、加强互动等方面寻求构建有效心理契约的方法。