^基于顾客感知价值审计法

摘要

早在“以物易物“的年代,女易模式的雏形就已基本形成,买卖双方都会仔细衡量交

易物品的得失,只有在彼此感觉公平或更佳的价值基础上交易才会成交。因此,价值从

营销意义上就是在总成本最低的情况下,获得顾客要求的满意与满足。

现代营销对价值的思考已经有数十年了,营销被长期地界定为:在不同人们或组织

中促进价值交换。自20世纪80年代以来,顾客感知价值的研究已然成为营销学者和企业

经理人共同关注的焦点。顾客感知价值已被多数企业视为新的竞争优势和企业持续增长

的引擎。

本论文旨在通过研究中外学者有关顾客感知价值模型理论的基础上,结合Ml公司及

其顾客所处行业的基本环境,梳理并确定了基于Ml公司喷码机的顾客感知价值。基于这

些顾客感知价值分析了Ml公司相对于竞争者的优势与存在的差距,为Ml公司提供适应

当前及发展未来的营销策略,这些营销策略包括:产品差异化、服务差异化、品牌阶

梯化、创新的解决方案以及建立高级顾客俱乐部。本论文的研究结果对于Ml公司及其同

行都具有一定的实际意义,可以帮助喷码机公司确切了解客的感知价值点,然后根据顾客

感知价值点有利于制定提高顾客满意度的整体方案,还可以帮助喷码机公司了解行业内

的竞争态势,结合自身的特点和顾客感知价值制定营销策略。

关键词:喷码机;顾客感知价值;营销

第II页
华东理工大学硕士学文论文

Research on Customer Perceived Value of Inkjet Printer about MI

Abstract

As early as in the barter era, the embryonic form of transaction pattern has been basically

formed,the seller and the buyer will weigh the gains and losses of trade goods before they

transacted, only if the both side considered they could get the value of goods which are gained

by exchange were fair or exceed their expectation, the transaction activities would go on.

Therefore,the significance of the customer perceived value's survey is to obtain customer's

satisfaction and to meet client's requirements by lossing tiie lowest total cost based on tiie

marketing

As to the thinking about customer perceived value, the discussion have been for several

decades in modern marketing field, marketing is defined as the exchange of value in different

people or organizations for a long time. Since the 1980s,the researchs of customer perceived

value have become the common focus of marketing researchers and managers of enterprises;

Furthermore customer perceived value has been considered as the new competitive advantage

and enterprise sustainable growth engine by the majority of enterprises.

This thesis aims to study the customer value's basis theory and model from Chinese and

foreign scholars, combined with the basic environment of MI company and its customers'

industry, carding and determine the customer perceived value based on MI company printer.

According to the customer perceived value analysis of difference between MI company's

competitors, find out MI company's superiority and gap relative to the main competitors, then

recommend to meet the current and future development of the marketing strategy for MI

company. It is obviously that this thesis is of practical significance for the MI company and its

peers.

Keywords: Continual Inkjet Printer; customer perceived value; marketing strategy