彌安
自20世纪80年代以来,由于市场变化的需要,消费者行为研究已成为营销学和企
业管理者们共同关注的焦点领域。所谓消费者行为研究就是针对个人或群体在认知、选
择、购买以及使用产品或服务来满足自身需要的这一过程进行研究。其中消费者的购买
决策则是对企业产品或服务的认同与接受最直接的表现。他们之所以确定选择某一种产
品或服务,是因为他们相信该产品或服务比其他竞争品牌能够带来更多价值。此外,越
来越多的学者在研究中发现,企业的产品或服务要想获得竞争优势,就必须真正站在顾
客的角度上来看待产品或服务的价值。这种价值不是由企业决定的,而是由顾客感知的,
这就是顾客感知价值。
随着仿古砖市场竞争的日趋激烈,越来越多的仿古砖品牌企业开始认识到以顾客为
导向的市场营销理念的重要性。本文正是突出展示C品牌“仿古砖”的特点,对影响顾
客感知价值的因素进行了实证分析研究,探寻对C品牌仿古砖顾客来说具有重要意义的
感知价值因子。使得C品牌企业可以根据这些重要的因子,通过制定合适的营销策略来
提高其仿古砖的顾客感知价值,从而打开销路贏得利润。
本文主要从以下几个方面展开研究:(1)基于文献资料、深度访谈和个别调查,研
究得到了针对C品牌仿古砖的顾客感知价值要素:(2)接着通过实证研究得出C品牌仿
古砖顾客感知价值要素层级结构,其中影响因子主要有:文化、价格、品牌口碑、广告、
产品表面质量、产品内在质量、服务,并对这些感知价值因子的重要程度进行研究。
(3〉最后针对这7个顾客感知价值的主要因子,提出了 C品牌仿古砖的产品、价格、
品牌和市场等营销策略,从而提升C品牌仿古砖未来的顾客感知价值。
关键词:顾客感知价值;营销策略;C品牌仿古砖
perceived value
Abstract
Since the nineteen eighties, due to changes in the market, the consumer behavior research
has become the focus of attention in both the marketing and enterprise managers. The
so-called consumer behavior research is aimed at individuals or groups in cognition,selection,
purchase and use of products or services to meet the needs of their own. The consumer's
purchase decision is recognized and accepted the most direct expression to the products or
services. They determine the choice of a product or service, because they believe that the
product or service than other competing brands can bring more value. In addition, more and
more scholars in the study found, the company、products or services to gain competitive
advantage, must stand in the customer point of view about the value of the product or service.
This value is not determined by the enterprises, but by the customer perception, this is the
customer perceived value.
With the antique brick market competition is becoming increasingly fierce, more and
more antique brick brand enterprises begin to realize the importance of customer-oriented
marketing idea. This paper is to highlight the C brand ” antique brick ”,the influence factors
of customer perceived value of the empirical analysis, explore the antique brick customer
perceived value factor is important for the C brand. The C brand enterprises can according to
these factors, to improve customer perceived value of the antique brick through the
development of appropriate marketing strategies, in order to open the market to win the profit.
This article mainly launches the research from the following aspects: (1) literature,
in-depth interviews and survey research was based on the individual, according to the
elements of customer perceived value of C brand antique brick: (2) by empirical study shows
that C brand antique brick customer perceived value factor layer structure, which mainly
include: culture, influence factor price, brand reputation, advertising, product surface quality,
the intrinsic quality of products, service, study and important degree of factor of these
perceived value.
(3) Finally, according to the 7 main factors of customer perceived value, proposed the C
brand antique brick products, price, brand and market marketing strategy, so as to enhance the
C brand antique brick of customer perceived value in the future.
Keywords: customer perceived value; marketing strategy; C band RUSTIC TILES