手机零售业感知价值与购买意愿的关系研究.docVIP

PAGE PAGE 1 题 目: 郑州市手机零售业 感知价值与购买意愿的关系研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： PAGE PAGE I 摘 要 自上世纪70 年代以来，企业在顾客层面上的竞争不断推陈出新，从以产品为中心、注重产品质量， 到“以顾客为导向”，争取顾客满意与忠诚，直至上世纪90 年代提出顾客感知价值概念。顾客感知价值的研究越来越成为国内外学者与企业家共同关注的焦点，这正是企业不断追求竞争优势的合理与必然结果。企业为顾客提供优异价值的能力被视为是90年代最成功的竞争战略之一。如何将资源最大程度地、有效地转化为顾客感知价值，这将是企业构筑核心竞争力的基点。随着我国手机消费的日益普及，手机零售企业作为零售业市场的一支重要力量，面临着前所未有的发展机遇。 针对这样的情况，本文试图围绕顾客感知价值与购买意愿的关系这一课题，在对顾客感知与购买意愿的认识基础上，着重以国美电器为例从实践中探讨了顾客感知价值与购买意愿的关系问题，从而更加有效地研究探讨二者的关系，达到了为手机零售商制定科学合理的营销策略的目的。 通过本文的研究，得出如下结论：顾客感知价值理论不但为企业营销带来了全新的进展，也为核心竞争力的构建提供了新的思路和方法。手机零售业如何在新的机遇面前把握好顾客感知价值与购买意愿的关系，顺利的实现零售交易，成为手机零售业在竞争中利于不败之地的关键。 关键词： 感知价值 感知风险 购买意愿 满意度测评指数  Title Zhengzhou handset retail trade the sensation value and the purchase wishs relations study Abstract Since the 1970s, corporate customers in competition at the level of their quality, from product-centric, pay attention to product quality, customer-oriented and strive for customer satisfaction and loyalty, until the 1990s perceived value to customers Concept. Customer perception of the value of research has increasingly become common domestic and foreign scholars and entrepreneurs, the focus of attention; this is the constant pursuit of corporate competitive advantage of the reasonable and inevitable result. Businesses to provide customers with outstanding value of the capacity of the 1990s were seen as the most successful one of the competitive strategy. How to maximize the resources to effectively into customer perceived value, this will be the core competitiveness of enterprises to build the basic point. For this is the case, the paper tried to focus on customer perceived value and the purchase of the relationship between the wishes of the subject, in customer perception and understanding of the wishes of the purchase, based on focus to Gome as an example from the practice of customer percepti