本文選題：顧客感知價值　切入點：綠色食品　出處：《哈爾濱商業(yè)大學(xué)》2017年碩士論文

【摘要】：科技進(jìn)步,社會發(fā)展,今天的人們已不滿足于溫飽和小康,追求生活品質(zhì)逐漸成為新的時代潮流。而對于健康營養(yǎng)且利于生態(tài)環(huán)境的綠色食品在提升生活品質(zhì)中扮演著重要角色,已然成為新時代人們的首要選擇。黑龍江省憑借著其優(yōu)渥的地理環(huán)境和氣候條件,綠色食品的產(chǎn)量和品質(zhì)均遙遙領(lǐng)先。然而,人們對于黑龍江省綠色食品消費(fèi)意愿并沒有得到相應(yīng)的預(yù)期。因此,黑龍江省綠色食品顧客感知價值的提升,對于推進(jìn)黑龍江省乃至全國綠色食品產(chǎn)業(yè)的發(fā)展都有重大現(xiàn)實意義。在國內(nèi)外學(xué)者研究的基礎(chǔ)之上,將文獻(xiàn)研究和實證分析的方法相結(jié)合,對綠色食品顧客感知價值影響因素進(jìn)行研究。通過從感知利得與利失兩個角度出發(fā),進(jìn)而構(gòu)建理論研究模型并形成相應(yīng)的研究假設(shè)。其中,感知利得分為質(zhì)量、品牌、服務(wù)和綠色四個維度的價值感知;感知利失分為價格和時間兩個維度的成本感知。通過對相關(guān)數(shù)據(jù)進(jìn)行收集基礎(chǔ)上,運(yùn)用SPSS17.0對數(shù)據(jù)資料進(jìn)行描述性統(tǒng)計分析、信度及效度檢驗、因子分析、相關(guān)和回歸分析等實證方法。研究結(jié)果顯示質(zhì)量、品牌、服務(wù)、綠色價值和價格成本正相關(guān)于綠色食品顧客價值;時間成本對于顧客感知價值沒有產(chǎn)生顯著性影響�；谘芯拷Y(jié)果,針對市場現(xiàn)狀對綠色食品企業(yè)提出以下建議,一是提升食品質(zhì)量價值,增強(qiáng)企業(yè)規(guī)范管理;在確保食品安全健康前提下進(jìn)一步增強(qiáng)企業(yè)管理效率。二是加強(qiáng)品牌宣傳推廣,注重品牌及文化建設(shè);在品牌建設(shè)中始終做好品牌定位,瞄準(zhǔn)目標(biāo)群體,更要重視區(qū)域品牌建設(shè)。三是增強(qiáng)信息溝通效率,提升相關(guān)服務(wù)質(zhì)量;通過不斷挖掘顧客需求,進(jìn)行服務(wù)營銷。四是增強(qiáng)企業(yè)社會責(zé)任,提升食品綠色價值;通過加強(qiáng)顧客對綠色食品的了解及接受程度,進(jìn)而提升整合社會綠色消費(fèi)氛圍。五是實行規(guī)模經(jīng)營,實施合理定價。
[Abstract]:Progress in science and technology, social development, people today are no longer satisfied with food and clothing and well-off, The pursuit of quality of life has gradually become a new trend of the times. Green food, which is healthy and nutritious and beneficial to the ecological environment, plays an important role in improving the quality of life. It has become the first choice for people in the new era. Thanks to its favorable geographical environment and climate conditions, Heilongjiang Province is far ahead in the production and quality of green food. People do not have corresponding expectations for the consumption of green food in Heilongjiang Province. Therefore, the perceived value of green food customers in Heilongjiang Province has increased. It is of great practical significance to promote the development of green food industry in Heilongjiang Province and even the whole country. Based on the research of scholars at home and abroad, it combines the literature research with the empirical analysis method. This paper studies the influencing factors of the perceived value of green food customers. From the perspective of perceived gain and loss, this paper constructs a theoretical research model and forms the corresponding research hypothesis, in which, perceived profit scores are quality, brand, and so on. Value perception of four dimensions of service and green; perceived profit loss is cost perception of price and time. On the basis of collecting relevant data, descriptive statistical analysis, reliability and validity test of data data are carried out by using SPSS17.0. The results show that quality, brand, service, green value and price cost are positively related to customer value of green food. Time cost has no significant impact on customer perceived value. Based on the research results, the following suggestions are put forward to green food enterprises: first, to improve food quality value and enhance enterprise standard management; On the premise of ensuring food safety and health, we should further enhance the efficiency of enterprise management. Second, we should strengthen brand publicity and promotion, pay attention to brand and cultural construction, always make brand positioning and target target groups in brand building. We should pay more attention to regional brand building. Third, enhance the efficiency of information communication, improve the quality of related services; through constantly mining customer demand, carry out service marketing; fourth, enhance corporate social responsibility, enhance the green value of food; Through strengthening the customer's understanding and acceptance of green food, and then promoting the integration of social green consumption atmosphere. Fifth, the implementation of scale management, the implementation of reasonable pricing.
【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.82

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