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MBA论文_基于顾客感知价值的上海T公司技术咨询服务产品定价策略研究DOC

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文本描述
摘要
伴随着市场经济不断完善的当下,服务产业在全球 GDP 的比重
不断增加。服务的最终消费者的消费意识也从“唯性价比论”转
向“用户体验至上”的阶段。同理,服务产品的定价策略也从最
开始的“成本导向型”转向以客户体验为价值定价的“顾客感知
价值型”。目前,在大多数服务产品的定价模式上体现了以各自产
品特色为标准的定价模式。如,咨询服务行业使用人工工时的方
式计算,装修建筑行业以项目总包的方式结算等。但是总体上是
以各自的成本为导向在制定定价策略,在市场经济的大环境下,
消费者越来越注重服务中感受到的服务价值即“感知价值”是否
匹配服务产品定价。顾客感知价值作为影响企业的定价策略因素,
已成为企业区别自身与竞争对手的不二法门

上海 T 公司所属的行业是汽车售后技术服务行业,随着中国
汽车保有量不断增加,汽车后市场利润空间被不断放大。在这一东华大学工商管理硕士学位论文
V
利润大旗的挥舞下,售后技术服务行业被认为是下一个利润增长
点,越来越多的竞争对手加入了进来。但是作为技术服务的甲方,
汽车生产企业来说,对于技术服务产品的价值认可仍旧停留在性
价比的选择层面上。这对技术服务产品的供应商来说,根据客户
对技术服务产品的感知维度,针对性的调整自身的定价策略显得
尤为重要

本文通过研究和研读服务产品定价策略和顾客感知价值理
论的国内外文献,以及上海 T 公司所在技术服务行业特点,提炼
出了顾客感知价值的五大驱动因素,它们分别是服务质量,产品
质量,品牌形象,感知价格和感知风险。通过国内外文献的研读,
整理出了本研究关于顾客感知价值的驱动模型。并且通过 T 公司
所在行业的现状分析,对 T 公司内部环境,竞争力进行了分析

针对顾客感知价值的驱动模型,运用大范围的客户问卷调查收集
客户对上海 T 公司的感知价值数据,借助统计工具 SPSS19.0 对收
集到的数据进行分析,分析包括信度效度分析,因子分析,权重
分析,相关性分析和回归分析。最终得出顾客感知价值在定价策东华大学工商管理硕士学位论文
VI
略中的影响因素的权重,并且达到最终指导上海 T 公司定价的目

本文的主要研究结论:根据上海 T 公司所处行业的内外部环
境分析,以及大范围问卷调查的数据分析得出对顾客感知价值权
重排名是服务质量,品牌形象,产品质量,感知风险。而感知价
值在顾客感知价值中的权重占比极小

最后给到上海 T 公司在定价策略的建议是提升服务质量和品
牌形象,最大程度的提升 T 公司客户的感知价值,从而达到在定
价策略上科学合理获利的目的

关键词:技术咨询服务;定价策略;顾客感知价值;服务质量东华大学工商管理硕士学位论文
VII
ABSTRACT
With the continuous improvement of market economy, the proportion of service
industry in global GDP is increasing. The consumption consciousness of the end consumer
of the service also moves from the cost-effectiveness theory to the user experience first
stage. In the same way, the pricing strategy of service products has shifted from
cost-oriented to customer perceived value based on customer experience. Many service
products firms began to perceive factors on customer experience, emphasize on the
marketing strategy to take the customer as the center, in terms of quality, service, to guide
customers on the customer relationship. At present, the pricing model of most service
products reflects the pricing model with the characteristics of their respective products. For
example, the consulting service industry use the method of labor hour, decorate the
construction industry to calculate the way of total outsourcing of project and so on. But
overall, in their respective costs as the guidance in the pricing strategy, under the
circumstances of market economy, the consumers increasingly pay attention to the service
value of service in the perceived value whether matching service product pricing .
Customer perceived value as an influence on the pricing strategy of an enterprise has
become the difference between itself and its competitors. Enterprise can improve its
insufficient through understanding the terminal customer perceived value driving fa ctors,
finally enterprise can adjust the price strategy based on the weight of the customer perceived
value factors, to meet customer expectations.
The industry of Shanghai T co., LTD. is the after-sales service industry. As the number
of cars in China keeps increasing, the profit space in the post-car market is constantly
enlarged. Under the banner of profit, the after-sales service industry is regarded as the next
profit growth point, and more and more competitors are joining in. However, as a technical
service of party A, automobile production enterprises, the value recognition of technical
service products still stay on the cost driven. This is especially important for suppliers of
technical service products to adjust their pricing strategies based on the customer&39;s
perception dimension of the technology service products.
In this paper, throughout the research and study of service product pricing strategy and
the theory of customer perceived value of literature at home and abroad, and Shanghai T
company characteristics, extracting the five drivers of customer perceived value, they are the
service quality, product quality, brand image, perceived price and perceived risk. Through
the study of domestic and foreign literatures, this paper has compiled a drive model of
customer perceived value. And through the analysis of the current situation in the industry of东华大学工商管理硕士学位论文
VIII
T company, the internal environment and competitiveness of T company are analyzed. For
driven model of customer perceived value, using the questionnaire survey to collect a wide
range of customers’ customer perceived value in the T company of Shanghai data, using
statistical tools SPSS19.0 to analyze the collected data and analysis including reliability
validity analysis, factor analysis, weight analysis, correlation analysis and regression
analysis. Finally, the influence factors of customer perceived value in pricing strategy are
obtained, and the price of Shanghai T company is finally guided.
This article main research conclusion: according to the Shanghai T company industry
internal and external environmental analysis, as well as the large scope of questionnaire
survey data analysis for customer perceived value weighted ranking is service quality, brand
image, product quality and perceived risk. The perceived value has a very small weight in
the perceived value of the customer.
Last advice to Shanghai T company in pricing strategy is to improve service quality and
brand image, the greatest degree of ascension T company customer perceived value, thus to
achieve the purpose of scientific and reasonable profit on the pricing strategy.
Student Name: PuYisu
Supervised by: Yu Junying
KEYWORDS: Technical Consulting Service; Pricing Strategy; Customer Perceived
Value; Service Quality东华大学工商管理硕士学位论文
IX
目录
摘要........ IV
ABSTRACT ........ VII
第 1 章 绪论...........1
1 .1 研究背景及意义 ......1
1.2 研究内容和结构安排 ........4
1.3 研究方法和技术路线 ........6
第 2 章 文献综述...8
2.1 技术咨询服务产品的研究综述 .....8
2.2 顾客感知价值及其驱动因素 .......11
2.3 服务产品定价策略的研究综述 ...15
2.4 本章小结 ....18
第 3 章 上海 T 公司经营现状分析.........19
3.1 上海 T 公司的宏观环境分析 .......19
3.2 上海 T 公司行业竞争环境分析 ...22
3.3 上海 T 公司概况和现状分析 .......26
3.4 本章小结 ...34
第 4 章 上海 T 公司客户调查分析...
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