本文關(guān)鍵詞：個(gè)人護(hù)理品類消費(fèi)者動(dòng)態(tài)滿意度解析　出處：《華東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：中國(guó)經(jīng)濟(jì)經(jīng)歷了過(guò)去三十多年的快速發(fā)展,消費(fèi)領(lǐng)域發(fā)生了翻天覆地的變化,由過(guò)去的短缺經(jīng)濟(jì)到如今的消費(fèi)升級(jí),消費(fèi)者的訴求越來(lái)越豐富,越來(lái)越多樣�？焖傧M(fèi)品行業(yè)作為與廣大消費(fèi)者日常生活最息息相關(guān)的行業(yè),這種變化尤為顯著。由于快速消費(fèi)品行業(yè)生產(chǎn)技術(shù)門檻低,標(biāo)準(zhǔn)化程度高,行業(yè)巨頭云集(特別是外資巨頭),競(jìng)爭(zhēng)激烈,而產(chǎn)品的高毛利主要來(lái)自于品牌溢價(jià),因此,搶奪消費(fèi)者,提升品牌忠誠(chéng)度是行業(yè)中各企業(yè)贏得競(jìng)爭(zhēng)的重要途徑。當(dāng)前中國(guó)消費(fèi)者日趨成熟,如何滿足消費(fèi)者需求、提高消費(fèi)者滿意度是各品牌的主要著力點(diǎn),各品牌均有針對(duì)“提高消費(fèi)者滿意度”的研究、決策及解決方案,但大都是靜態(tài)的,即針對(duì)消費(fèi)行為的某個(gè)斷面(購(gòu)買/使用/售后),而缺乏對(duì)消費(fèi)者持續(xù)滿意度的研究與決策。但現(xiàn)實(shí)情形中,消費(fèi)者對(duì)于品牌的滿意度是一個(gè)動(dòng)態(tài)過(guò)程,會(huì)隨著時(shí)間的推移而產(chǎn)生變化,特別是“低內(nèi)在評(píng)估性”屬性的產(chǎn)品——快速消費(fèi)品行業(yè)的大部分品類都具有該屬性。本文選取以個(gè)人護(hù)理品類——快速消費(fèi)品行業(yè)極具代表性的品類作為消費(fèi)者動(dòng)態(tài)滿意度研究的載體,結(jié)合當(dāng)前市場(chǎng)營(yíng)銷中關(guān)于“消費(fèi)者動(dòng)態(tài)滿意度”的相關(guān)理論研究,分析品類特性以及該品類消費(fèi)者滿意度的現(xiàn)狀,剖析構(gòu)成消費(fèi)者滿意度的各個(gè)要素,嘗試建立個(gè)人護(hù)理品類消費(fèi)者動(dòng)態(tài)滿意度的構(gòu)成維度。與此同時(shí),著重從消費(fèi)者消費(fèi)行為的時(shí)間維度進(jìn)行切分,就消費(fèi)者“購(gòu)買前”“購(gòu)買中”“購(gòu)買后”不同階段影響其對(duì)品牌或產(chǎn)品滿意度的因素進(jìn)行解析,結(jié)合實(shí)際案例,尋找不同階段的關(guān)鍵要素,并嘗試性地提出個(gè)人護(hù)理品類消費(fèi)者動(dòng)態(tài)滿意度的解析公式。此外,本文試圖從品牌、產(chǎn)品、渠道、消費(fèi)者溝通等維度出發(fā),從現(xiàn)實(shí)角度提出提升品牌或產(chǎn)品消費(fèi)者動(dòng)態(tài)滿意度的途徑,希望給個(gè)人護(hù)理品類相關(guān)企業(yè)提供思路。
[Abstract]:Chinese economy experienced over the past thirty years of rapid development, the change of the consumption field, turn the world upside down, from the past to today's shortage of economic consumption upgrade, consumers demand more and more rich, more and more diverse. The fast consumer goods industry as often with the vast number of consumers on the most closely related to the industry, due to the rapid change is particularly significant. Consumer goods industry production technology of low threshold, high degree of standardization, industry giants gathered (especially foreign giants), intense competition, and high margin products mainly from the brand premium, so grab consumers, enhance brand loyalty is an important way for the enterprises in the industry to win the competition. The China more mature consumer, how to meet consumer demand, improve consumer satisfaction is the main focus of the brand, the brand has a research to improve customer satisfaction, The decision and solution, but most of them are static, i.e. a section for consumer behavior (buy / use / customer service), and the lack of research and decision of consumers continued satisfaction. But in reality, the consumer is a dynamic process for brand satisfaction, with the passage of time and change, especially "most of the low internal assessment category of property products, FMCG industry has this property. This paper selects the personal care category of FMCG industry representative category as the carrier of the consumer satisfaction dynamic, combined with the current marketing of" dynamic consumer satisfaction "theory analysis of category, characteristics and status of the category of consumer satisfaction, analyzes the various elements of the consumer satisfaction, try to establish the personal care category of consumer action The dimensions of state satisfaction. At the same time, focus on the segmentation from the time dimension of consumer behavior, the consumer before the purchase of "" buy "" buy "after the different stages of its influence on brand or product satisfaction factor analysis, combined with the actual case, find the key factors in different stages, and try to put forward the resolution formula of personal care category dynamic consumer satisfaction. In addition, this article attempts from the brand, products, channels of consumer communication and other dimensions, put forward dynamic way of satisfaction brand or product consumers from a practical point of view, I hope to provide ideas for personal care category related enterprises.

【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.72;F274

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