- 相關(guān)推薦
互聯(lián)網(wǎng)零售中顧客感知價(jià)值探究
摘 要
顧客感知價(jià)值是產(chǎn)生顧客信任和滿意的內(nèi)在驅(qū)動(dòng)力，是形成顧客忠誠(chéng)并促使顧客重復(fù)購(gòu)買(mǎi)的關(guān)鍵因素。企業(yè)能否為顧客提供高質(zhì)量的感知價(jià)值決定了其能否在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得優(yōu)勢(shì)。隨著新零售時(shí)代的到來(lái)，過(guò)去國(guó)內(nèi)外學(xué)者對(duì)于顧客感知價(jià)值的研究已經(jīng)不再適用于新零售。本研究嘗試構(gòu)建一種能對(duì)新零售模式下的顧客感知價(jià)值做出客觀評(píng)價(jià)的定量研究模型，并將蘇寧易購(gòu)作為此研究模型的實(shí)證分析對(duì)象，一方面希望通過(guò)此研究能夠?qū)δ壳靶铝闶廴狈︻櫩透兄獌r(jià)值研究的不足進(jìn)行補(bǔ)充，另一方面通過(guò)對(duì)蘇寧易購(gòu)顧客感知價(jià)值的分析來(lái)為新零售企業(yè)提出提高顧客感知價(jià)值的建議。
本研究通過(guò)對(duì)新零售模式、顧客感知價(jià)值、顧客感知價(jià)值測(cè)量等相關(guān)文獻(xiàn)的梳理分析，提出顧客感知價(jià)值的基礎(chǔ)要素：產(chǎn)品、服務(wù)、線上線下體驗(yàn)和感知風(fēng)險(xiǎn)。
并通過(guò)進(jìn)一步的研究確定了顧客感知價(jià)值影響因素的模型。隨后借鑒已有的研究成果，通過(guò)訪談法、專家打分法、IPA 分析法等理論和方法，構(gòu)建了顧客感知價(jià)值評(píng)價(jià)模型，最后通過(guò)對(duì)蘇寧易購(gòu)顧客感知價(jià)值滿足情況做出客觀的總體評(píng)價(jià)，利用 IPA分析各個(gè)顧客感知價(jià)值的影響要素的具體評(píng)價(jià)，找出蘇寧易購(gòu)不足的方面，并以此提出改進(jìn)建議。
本文的主要研究成果有：第一，總結(jié)提出了新零售模式下顧客感知價(jià)值的影響因素；第二，利用專家打分法計(jì)算出了各個(gè)顧客感知價(jià)值影響因素的權(quán)重；第三，利用顧客感知價(jià)值指標(biāo)的權(quán)重和實(shí)際顧客感知價(jià)值的評(píng)價(jià)分?jǐn)?shù)建立了一個(gè)綜合評(píng)價(jià)模型；第四，對(duì)蘇寧易購(gòu)的顧客感知價(jià)值進(jìn)行了研究，分析其在實(shí)現(xiàn)顧客感知價(jià)值過(guò)程中存在的問(wèn)題，并在此基礎(chǔ)上提出了相應(yīng)的提高顧客感知價(jià)值的對(duì)策。
本研究拓展了國(guó)內(nèi)外學(xué)者對(duì)新零售和顧客感知價(jià)值的研究，對(duì)于蘇寧易購(gòu)的分析也能夠?yàn)槠渌铝闶燮髽I(yè)提供一定的參考價(jià)值。本研究具有一定的局限性，可以在以后進(jìn)行進(jìn)一步的研究。
關(guān)鍵詞: 新零售；顧客感知價(jià)值；蘇寧易購(gòu)；顧客感知價(jià)值提升
Abstract
Customer perceived value is the motive to generate client trust and customersatisfaction. The premise is to form consumer loyalty and repeat purchase, and animportant source for enterprises to gain competitive advantage. With the advent of the newretail era, the research on customer perceived value by domestic and foreign scholars inthe past is no longer applicable to modern retail. This study attempts to build a new retailmode to make an objective evaluation of the customer perceived value model ofquantitative research and Suning.com as the object of empirical analysis of the researchmodel, on the one hand, hope that through this research to the lack of customer perceivedvalue for the present new retail to supplement the deficiency of the research, on the otherhand through the Suning.com customer perceived value analysis to put forwardsuggestions for the improvement of customer perceived value for the new retail enterprise.
Through the mathematical analysis of the related literature on new retail mode,customer perceived value and customer perceived value measurement, this study putsforward the basic elements of customer perceived value in this paper: product, service,online and offline experience and perceived risk. Furthermore, the model of customerperceived value is established through further research. Then draw lessons from existingresearch results, through interviews and expert scoring method, the IPA analysis theoryand method, a variety of disciplines such as to establish the analysis model of customerperceived value evaluation, finally through the Suning.com and customer perceived valuemeet the evaluation of the overall situation, using the IPA analysis of each specificevaluation index factors of customer perceived value, points out the shortcomings ofSuning.com couple of aspects, and puts forward Suggestions for improvement.
The main research results of this paper are: firstly, proposed the model of the factorsinfluencing customer perceived value in the new retail model; secondly, calculated theweight of each influencing factor of customer perceived value scientifically; thirdly, builta comprehensive evaluation model of customer perceived value based on the index weightof each factor influencing customer perceived value and the evaluation score of actualcustomer perceived value; fourthly, studied the customer perceived value of Suning.com,analyzed its problems in the process of realizing customer perceived value, and putforward corresponding countermeasures.
This research extends previous studies on innovative retail and customer perceivedvalue. Analysis of Suning.com can also provide certain reference value for otherinnovative retail enterprises. This study has certain limitations and can be further studiedin the future.
Keywords : New retail; Customer perceived value; Suning.com; Increase in customerperceived value.
目 錄
摘 要.
Abstract .
目 錄
第 1 章 緒 論
1.1 研究背景和意義 .
1.1.1 研究背景
1.1.2 研究意義和目的
1.2 研究?jī)?nèi)容 .
1.3 研究方法和技術(shù)路線 .
1.3.1 研究方法
1.3.2 技術(shù)路線
第 2 章 文獻(xiàn)綜述
2.1 新零售文獻(xiàn)綜述 .
2.2 顧客感知價(jià)值文獻(xiàn)綜述 .
2.2.1 關(guān)于顧客感知價(jià)值概念的研究
2.2.2 關(guān)于顧客感知價(jià)值影響要素的研究
2.2.3 關(guān)于顧客感知價(jià)值評(píng)價(jià)方法的研究
第 3 章 新零售顧客感知價(jià)值評(píng)價(jià)體系
3.1 新零售顧客感知價(jià)值評(píng)價(jià)體系建立 .
3.1.1 新零售顧客感知價(jià)值的層次模型
3.1.2 新零售顧客感知價(jià)值的綜合評(píng)價(jià)
3.1.3 新零售顧客感知價(jià)值影響要素的重要性一滿意度分析
3.2 新零售顧客感知價(jià)值影響要素的層次結(jié)構(gòu) .
3.2.1 新零售顧客感知價(jià)值影響要素的選擇
3.2.2 新零售顧客感知價(jià)值影響要素的確定
3.3 新零售顧客感知價(jià)值的評(píng)價(jià)函數(shù) .
第 4 章 蘇寧易購(gòu)顧客感知價(jià)值評(píng)價(jià)
4.1 顧客感知價(jià)值影響要素的權(quán)重計(jì)算及分析 .
4.2 問(wèn)卷設(shè)計(jì)與樣本采集 .
4.2.1 問(wèn)卷設(shè)計(jì)
4.2.2 樣本采集
4.3 問(wèn)卷信度與效度分析 .
4.3.1 問(wèn)卷的信度分析
4.3.2 問(wèn)卷的效度分析
4.4 問(wèn)卷基本信息統(tǒng)計(jì) .
4.4.1 對(duì)蘇寧易購(gòu)顧客樣本個(gè)人基本信息的統(tǒng)計(jì)分析
4.4.2 顧客感知價(jià)值影響要素實(shí)際評(píng)價(jià)均值的計(jì)算及分析
4.5 應(yīng)用顧客感知價(jià)值評(píng)價(jià)體系對(duì)蘇寧易購(gòu)進(jìn)行分析 .
4.5.1 蘇寧易購(gòu)顧客感知價(jià)值綜合評(píng)價(jià)
4.5.2 蘇寧易購(gòu)顧客感知價(jià)值影響要素的重要性-滿意度分析.
第 5 章 蘇寧易購(gòu)顧客感知價(jià)值提升建議.
5.1 優(yōu)化供應(yīng)鏈管理 提高產(chǎn)品性價(jià)比
5.2 完善服務(wù)體系 提升服務(wù)效率 .
5.3 加強(qiáng)大數(shù)據(jù)應(yīng)用 提升顧客感知價(jià)值 .
5.4 保障支付安全 降低顧客感知風(fēng)險(xiǎn) .
結(jié) 論
【互聯(lián)網(wǎng)零售中顧客感知價(jià)值探究】相關(guān)文章：
落實(shí)實(shí)驗(yàn)探究中的交流評(píng)估08-20
初中地理教學(xué)中的師生互動(dòng)探究08-20
新課程視域下高中語(yǔ)文人文價(jià)值的探究08-21
淺析探究式在初中數(shù)學(xué)教學(xué)中的應(yīng)用08-20
怎樣在化學(xué)教學(xué)中培養(yǎng)學(xué)生的探究能力08-22
初中數(shù)學(xué)教學(xué)中問(wèn)題情境創(chuàng)設(shè)探究09-05
探究性學(xué)習(xí)在數(shù)學(xué)中的應(yīng)用08-24
高效語(yǔ)文課堂中問(wèn)題設(shè)計(jì)的探究08-20