本文選題：保健品 + 顧客價(jià)值��； 參考：《蘭州商學(xué)院》2013年碩士論文

【摘要】：隨著社會競爭愈來愈激烈，人們的生活節(jié)奏在不停地加快，因此生活壓力也越來越大，亞健康已成為當(dāng)今社會一個(gè)相當(dāng)普遍的現(xiàn)象。然而，隨著老百姓生活水平的不斷提高和消費(fèi)觀念的轉(zhuǎn)變，人們對自身保健越來越關(guān)注，對保健品的需求越來越旺盛。2009年時(shí)，，中國保健品市場的銷售額達(dá)到了一個(gè)前所未有的高峰——1000億元；截至2011年底，中國保健食品市場產(chǎn)值已達(dá)2000億元以上，且仍以每年15%的速度增長。到2015年，人均消費(fèi)將達(dá)300元，市場總?cè)萘靠赏黄?500億元。保健品市場的樂觀前景和豐厚的利潤，吸引了越來越多的企業(yè)進(jìn)入，使得保健品市場競爭愈演愈烈。我國保健品行業(yè)在競爭中凸顯了諸如：概念炒作，虛假宣傳，夸大功效，過分依賴于促銷，廣告、產(chǎn)品的功能結(jié)構(gòu)不合理，科技含量低等方面的問題。我國保健品行業(yè)誕生新的企業(yè)或者新產(chǎn)品只能在市場上風(fēng)靡三五年，之后就銷聲匿跡了。中國的保健品企業(yè)如何才能在嚴(yán)峻的市場競爭環(huán)境中提高顧客的忠誠度，使得企業(yè)不被市場所淘汰，成為我國各個(gè)大大小小的保健品企業(yè)共同關(guān)注的問題。本文正是在這一背景下進(jìn)行研究的。 本文在前人研究的基礎(chǔ)上，總結(jié)出保健品行業(yè)顧客價(jià)值驅(qū)動(dòng)因素有6個(gè)：產(chǎn)品價(jià)值、品牌價(jià)值、人員與服務(wù)價(jià)值、促銷價(jià)值、便利的價(jià)值、購買成本。通過信度和校度檢驗(yàn)確保量表的穩(wěn)定性和有效性。利用SPSS17.0專業(yè)統(tǒng)計(jì)軟件對各變量進(jìn)行相關(guān)分析和回歸分析。最后得出以下結(jié)論：保健品企業(yè)的顧客價(jià)值各維度中，除了品牌價(jià)值和便利的價(jià)值對顧客滿意都沒有顯著的正向的影響之外，產(chǎn)品價(jià)值、人員與服務(wù)價(jià)值、促銷價(jià)值、購買成本分別對顧客滿意有顯著的正向影響；除了便利的價(jià)值對保健品企業(yè)的顧客忠誠沒有顯著的正向的影響外，保健品企業(yè)的產(chǎn)品價(jià)值、品牌價(jià)值、人員與服務(wù)價(jià)值、促銷價(jià)值、購買成本分別對其顧客忠誠有顯著的正向影響；保健品企業(yè)的顧客滿意對其顧客忠誠有顯著的正向影響。本研究的成果為保健品企業(yè)提高顧客忠誠度提供了理論基礎(chǔ)，并彌補(bǔ)了顧客價(jià)值與顧客滿意、顧客忠誠相關(guān)關(guān)系在保健品行業(yè)中研究的不足。
[Abstract]:With more and more fierce social competition, people's rhythm of life is constantly accelerating, so the pressure of life is also increasing, sub-health has become a very common phenomenon in today's society.However, with the continuous improvement of people's living standards and the change of consumption concept, people are paying more and more attention to their own health care, and the demand for health care products is becoming more and more vigorous. In 2009,Sales of health products in China reached an unprecedented peak of 100 billion yuan. By the end of 2011, China's health food market had produced more than 200 billion yuan, still growing at a rate of 15 percent a year.By 2015, per capita consumption will reach 300 yuan, the total market capacity can exceed 450 billion yuan.The optimistic prospect and rich profit of health products market attract more and more enterprises, which makes the competition of health products market more and more intense.In the competition of health products industry in our country, the problems such as concept hype, false propaganda, exaggerated efficacy, excessive dependence on promotion, advertising, irrational functional structure of products, low scientific and technological content and so on are highlighted.New enterprises or new products can only be popular in the market for three to five years, and then disappear.In order to improve the customer loyalty in the severe market competition environment, the health care products enterprises in China will not be eliminated by the market, which has become the common concern of the health care products enterprises of all sizes in our country.This paper is under this background to carry on the research.On the basis of previous studies, this paper concludes that there are six driving factors of customer value in health products industry: product value, brand value, personnel and service value, promotion value, convenience value and purchase cost.Reliability and calibration tests were used to ensure the stability and validity of the scale.The correlation analysis and regression analysis of the variables were carried out by using the SPSS17.0 professional statistical software.Finally, the following conclusions are drawn: in each dimension of customer value of health products enterprises, except brand value and convenience value have no significant positive impact on customer satisfaction, product value, personnel and service value, promotion value,The purchase cost has a significant positive impact on customer satisfaction, except the convenience value has no significant positive effect on the customer loyalty of the health product enterprise, the product value, brand value, personnel and service value of the health product enterprise,Promotion value and purchase cost have significant positive effects on customer loyalty, while customer satisfaction has significant positive influence on customer loyalty in health care enterprises.The results of this study provide a theoretical basis for health products enterprises to improve customer loyalty, and make up for the lack of research on the relationship between customer value and customer satisfaction and customer loyalty in the health products industry.
【學(xué)位授予單位】：蘭州商學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.89;F224

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本文編號：1755070