本文關(guān)鍵詞：個人護(hù)理品類消費者動態(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】：中國經(jīng)濟(jì)經(jīng)歷了過去三十多年的快速發(fā)展,消費領(lǐng)域發(fā)生了翻天覆地的變化,由過去的短缺經(jīng)濟(jì)到如今的消費升級,消費者的訴求越來越豐富,越來越多樣�？焖傧M品行業(yè)作為與廣大消費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),競爭激烈,而產(chǎn)品的高毛利主要來自于品牌溢價,因此,搶奪消費者,提升品牌忠誠度是行業(yè)中各企業(yè)贏得競爭的重要途徑。當(dāng)前中國消費者日趨成熟,如何滿足消費者需求、提高消費者滿意度是各品牌的主要著力點,各品牌均有針對“提高消費者滿意度”的研究、決策及解決方案,但大都是靜態(tài)的,即針對消費行為的某個斷面(購買/使用/售后),而缺乏對消費者持續(xù)滿意度的研究與決策。但現(xiàn)實情形中,消費者對于品牌的滿意度是一個動態(tài)過程,會隨著時間的推移而產(chǎn)生變化,特別是“低內(nèi)在評估性”屬性的產(chǎn)品——快速消費品行業(yè)的大部分品類都具有該屬性。本文選取以個人護(hù)理品類——快速消費品行業(yè)極具代表性的品類作為消費者動態(tài)滿意度研究的載體,結(jié)合當(dāng)前市場營銷中關(guān)于“消費者動態(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者滿意度的現(xiàn)狀,剖析構(gòu)成消費者滿意度的各個要素,嘗試建立個人護(hù)理品類消費者動態(tài)滿意度的構(gòu)成維度。與此同時,著重從消費者消費行為的時間維度進(jìn)行切分,就消費者“購買前”“購買中”“購買后”不同階段影響其對品牌或產(chǎn)品滿意度的因素進(jìn)行解析,結(jié)合實際案例,尋找不同階段的關(guān)鍵要素,并嘗試性地提出個人護(hù)理品類消費者動態(tài)滿意度的解析公式。此外,本文試圖從品牌、產(chǎn)品、渠道、消費者溝通等維度出發(fā),從現(xiàn)實角度提出提升品牌或產(chǎn)品消費者動態(tài)滿意度的途徑,希望給個人護(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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.72;F274

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