【摘要】：當前手機消費市場競爭日益激烈，對于各個手機廠商而言，很難依靠傳統(tǒng)的策略來獲得持續(xù)競爭優(yōu)勢，如何在這種局勢下培育品牌忠誠用戶對于各企業(yè)來說是制勝的關鍵，通過文獻研究，筆者發(fā)現(xiàn)顧客感知價值可以為企業(yè)獲取競爭優(yōu)勢提供一線希望。基于此，本文選擇手機行業(yè)為研究對象，從消費者的角度入手，關注手機用戶的核心需求，探究其最為關注的感知價值，并分析顧客感知價值對品牌忠誠的影響。通過理論研究，本文根據(jù)Woodruff的顧客感知價值三層次模型，，并結合手機行業(yè)的具體情況，將顧客感知價值細分為功效價值、經(jīng)濟價值、服務價值以及情感價值四個維度，然后引入顧客滿意這一中間變量，探析顧客感知價值對于品牌忠誠的影響，建立本文的研究模型并提出假設，顧客感知價值各個維度對品牌忠誠產(chǎn)生直接影響，同時顧客感知價值的各個維度通過顧客滿意對品牌忠誠產(chǎn)生間接影響，最后通過實證分析來驗證所 提假設。通過問卷調查，并運用SPSS12.0對調研數(shù)據(jù)進行統(tǒng)計分析、信度和效度檢驗、因子分析以及回歸分析之后，驗證了顧客感知價值的四維度體系，即顧客感知價值可以分為功效價值、經(jīng)濟價值、服務價值以及情感價值，與此同時，顧客感知價值的四個維度中，服務價值和情感價值對品牌忠誠既有直接的正向影響，又可以通過顧客滿意間接影響品牌忠誠，且情感價值的影響程度較大；經(jīng)濟價值只是對品牌忠誠產(chǎn)生直接影響，不會通過顧客滿意來對其產(chǎn)生間接影響；功效價值則與經(jīng)濟價值相反，僅僅通過顧客滿意來間接影響品牌忠誠�；诖�，手機行業(yè)的各品牌生產(chǎn)商，需要結合自身特點，從顧客的心理需求出發(fā)，深入分析顧客的消費價值觀以及決策過程，用有限的資源為顧客提供高于競爭對手的感知價值，從而制定相應的營銷策略來獲取更多的市 場競爭優(yōu)勢。基于顧客感知價值來研究品牌忠誠在學術界而言是比較新的觀點，但是因筆者能力和精力有限，在研究中只是結合前人的研究成果，就其中某些問題提出自己的想法和研究觀點，但對于許多問題的研究還有待進一步深入，因此研究存在很多不足之處，需要今后的進一步研究。
[Abstract]:At present, the competition of mobile phone consumption market is becoming more and more fierce. It is very difficult for each mobile phone manufacturer to rely on the traditional strategy to obtain the sustainable competitive advantage. How to cultivate brand loyal users in this situation is the key to the success of each enterprise. Through literature research, the author finds that customer perceived value can provide a glimmer of hope for enterprises to gain competitive advantage. Based on this, this paper chooses the mobile phone industry as the research object, from the perspective of consumers, focuses on the core needs of mobile phone users, explores its most concerned about the perceived value, and analyzes the impact of customer perceived value on brand loyalty. Through theoretical research, according to Woodruff's three-level model of customer perceived value and combined with the specific situation of mobile phone industry, this paper subdivides customer perceived value into four dimensions: efficacy value, economic value, service value and emotional value. Then, by introducing the intermediate variable of customer satisfaction, this paper analyzes the influence of customer perceived value on brand loyalty, establishes the research model and puts forward the hypothesis that each dimension of customer perceived value has a direct impact on brand loyalty. At the same time, each dimension of customer perceived value has indirect influence on brand loyalty through customer satisfaction. Finally, the hypothesis is verified by empirical analysis. Through the questionnaire survey and the use of SPSS12.0 to carry on the statistical analysis, the reliability and the validity test, the factor analysis and the regression analysis, has verified the customer perception value four dimensional system, namely customer perceived value may be divided into the efficacy value. Economic value, service value and emotional value. At the same time, in the four dimensions of customer perceived value, service value and emotional value not only have direct positive impact on brand loyalty, but also can indirectly affect brand loyalty through customer satisfaction. The effect of economic value on brand loyalty is not indirect through customer satisfaction, and the effect value is contrary to economic value. Only through customer satisfaction to indirectly affect brand loyalty. Based on this, the brand manufacturers of mobile phone industry need to combine their own characteristics, from the customer's psychological needs, in-depth analysis of customer consumption values and decision-making process. Using limited resources to provide customers with higher perceived value than their competitors, so as to formulate corresponding marketing strategies to obtain more competitive advantages in the market. To study brand loyalty based on customer perceived value is a relatively new viewpoint in academic circles, but due to the limited ability and energy of the author, it is only combined with the previous research results in the research. This paper puts forward some ideas and research viewpoints on some of them, but the research on many problems still needs to be further studied. Therefore, there are many deficiencies in the study, which need to be further studied in the future.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.63;F224

【參考文獻】

相關期刊論文 前9條

1 薄湘平,尹紅;基于顧客價值的服務企業(yè)顧客忠誠管理探析[J];財經(jīng)理論與實踐;2005年01期

2 楊曉燕;周懿瑾;;綠色價值:顧客感知價值的新維度[J];中國工業(yè)經(jīng)濟;2006年07期

3 孟慶良;韓玉啟;;顧客價值驅動的CRM戰(zhàn)略研究[J];價值工程;2006年04期

4 范秀成,羅海成;基于顧客感知價值的服務企業(yè)競爭力探析[J];南開管理評論;2003年06期

5 白長虹,廖偉;基于顧客感知價值的顧客滿意研究[J];南開學報;2001年06期

6 汪濤;何昊;;試論轉換成本分類、測量及其對消費者的影響[J];外國經(jīng)濟與管理;2006年08期

7 計建,陳小平;品牌忠誠度行為-情感模型初探[J];外國經(jīng)濟與管理;1999年01期

8 裘曉東,趙平;品牌忠誠度及其測評研究[J];現(xiàn)代財經(jīng)-天津財經(jīng)學院學報;2002年10期

9 范緒泉,甘碧群;顧客感知價值矩陣研究[J];學術研究;2004年05期

相關博士學位論文 前1條

1 董大海;基于顧客價值構建競爭優(yōu)勢的理論與方法研究[D];大連理工大學;2003年

本文編號：2245251