【摘要】：在萬眾創(chuàng)業(yè)大眾創(chuàng)新的時(shí)代,創(chuàng)業(yè)型公司如雨后春筍般出現(xiàn),開發(fā)出好的產(chǎn)品已不是創(chuàng)業(yè)公司面臨最為棘手的問題,而是在產(chǎn)品市場(chǎng)導(dǎo)入期,如何讓目標(biāo)消費(fèi)者迅速知曉其產(chǎn)品、理解其產(chǎn)品并購買其產(chǎn)品。有調(diào)查顯示,中國的創(chuàng)業(yè)型公司失敗率超過90%,失敗的原因林林總總,但是最為關(guān)鍵的因素之一無疑是產(chǎn)品或服務(wù)不能被消費(fèi)者所認(rèn)知與接受,不能打開市場(chǎng),無法形成資金的閉環(huán)運(yùn)行,導(dǎo)致企業(yè)經(jīng)營困難或者倒閉。A公司也屬于創(chuàng)業(yè)型公司,開發(fā)出了市場(chǎng)空白領(lǐng)域的全新產(chǎn)品,但是產(chǎn)品的銷售始終不盡如人意,如何解決A公司面臨的問題迫在眉睫。本研究以A公司為研究對(duì)象,以消費(fèi)者感知為切入點(diǎn),分析其面臨的問題和困境,找出其中的原因,探索出A公司的市場(chǎng)新品在其導(dǎo)入期可采取的消費(fèi)者感知管理策略,以此對(duì)消費(fèi)者產(chǎn)生積極影響從而對(duì)產(chǎn)品進(jìn)行有效的推廣并贏得客戶。首先,本文回顧了消費(fèi)者感知的相關(guān)理論,詳述了有關(guān)消費(fèi)者感知的類型及相關(guān)概念,對(duì)感知與態(tài)度、行為意向及定位等相關(guān)理論的關(guān)系進(jìn)行了理論研究,充分了解消費(fèi)者感知的諸多重要影響因素。并對(duì)新產(chǎn)品導(dǎo)入期的相關(guān)理論及消費(fèi)者該時(shí)期的產(chǎn)品感知的相關(guān)理論也進(jìn)行了綜述,最后對(duì)消費(fèi)者感知管理的相關(guān)策略的理論文獻(xiàn)進(jìn)行了回顧,找出相關(guān)的研究成果與問題的解決思路。其次,本研究對(duì)A公司的背景情況進(jìn)行了詳細(xì)介紹,包括企業(yè)文化、產(chǎn)品、技術(shù)特點(diǎn)、行業(yè)環(huán)境等。在掌握其基本情況的基礎(chǔ)上,針對(duì)事先分析所得到的初步結(jié)果,設(shè)計(jì)了調(diào)查問卷,并分析出A公司新產(chǎn)品在市場(chǎng)導(dǎo)入期消費(fèi)者對(duì)其的感知狀況。通過市場(chǎng)問卷得知,A公司所面臨的最大問題是消費(fèi)者目前對(duì)產(chǎn)品所傳遞的概念還不是很了解以及公司產(chǎn)品的價(jià)格昂貴。同時(shí)面臨最大的困難是消費(fèi)者不明白公司產(chǎn)品的技術(shù)以及不能很好感知產(chǎn)品的價(jià)值。此外,根據(jù)問卷調(diào)查所展現(xiàn)出來的具體問題,為對(duì)問題深入的剖析,尋找出合適的解決辦法,本研究從消費(fèi)者感知管理的角度出發(fā),進(jìn)行了有針對(duì)性的swot分析,在感知方面從四個(gè)維度:外部機(jī)會(huì)、威脅、內(nèi)部的優(yōu)勢(shì)、劣勢(shì)對(duì)A公司展開了全面詳細(xì)的研究。通過分析最后提煉出了針對(duì)A公司的消費(fèi)者感知管理四大基本策略。最后,針對(duì)消費(fèi)者感知管理的策略,本文從四個(gè)方面對(duì)策略做了較為詳細(xì)的分析。首先,從產(chǎn)品市場(chǎng)再定位的角度出發(fā),對(duì)相關(guān)的感知管理策略進(jìn)行了詳細(xì)介紹。其次,就擴(kuò)散食品凈化的常識(shí)并打造企業(yè)品牌提出了自己的見解。再次,深入分析了感知技術(shù)的解決辦法,提出了線上、線下策略等。最后,在豐富價(jià)值傳遞渠道與策略方面,建議A公司建立潛在的消費(fèi)群體,進(jìn)行全方位的價(jià)值傳遞,通過免費(fèi)等手段建立種子市場(chǎng)。本文的研究除了對(duì)A公司有積極意義以外,對(duì)其它的類似企業(yè)也有一定的啟發(fā)和經(jīng)驗(yàn)借鑒性。
[Abstract]:In the era of mass innovation, entrepreneurial companies have sprung up, and developing good products is no longer the toughest problem for startups to face, but in the lead-in period of the product market. How to let target consumers know their products quickly, understand their products and buy their products. A survey has shown that the failure rate of entrepreneurial companies in China exceeds 90%, and the reasons for the failure are numerous, but one of the most critical factors is undoubtedly that products or services cannot be recognized and accepted by consumers and cannot open the market. Unable to form a closed-loop operation of the capital, resulting in business difficulties or closure. A company is also a start-up company, developed a new product in the blank field of the market, but the sales of the product has not been satisfactory all the time. How to solve the problem that A company faces is urgent. This research takes A Company as the research object, takes consumer perception as the starting point, analyzes the problems and difficulties it faces, finds out the reasons, and explores the consumer perception management strategy that A Company's new products in the market can adopt during the period of its introduction. This has a positive impact on consumers to effectively promote the product and win customers. Firstly, this paper reviews the relevant theories of consumer perception, elaborates on the types and concepts of consumer perception, and studies the relationship between perception and attitude, behavior intention and orientation, and so on, and makes a theoretical research on the relationship between perception and attitude, behavior intention and orientation, and so on. Fully understand the consumer perception of many important factors. The related theories of new product import period and consumer perception in that period are also summarized. Finally, the theoretical literature of consumer perception management is reviewed, and the related theories and theories of consumer perception management are reviewed in the end, and the related theories and theories of consumer perception management are reviewed in this paper. Find out the relevant research results and solutions to the problems. Secondly, the background of A Company is introduced in detail, including corporate culture, products, technical characteristics, industry environment and so on. On the basis of mastering its basic situation and aiming at the preliminary results of the pre-analysis, a questionnaire is designed, and the consumers' perception of the new products in A Company during the market introduction period is analyzed. According to the market questionnaire, the biggest problem faced by A company is that consumers do not have a good understanding of the concept passed by the product and the price of the company's products is very high. At the same time, the biggest difficulty is that consumers do not understand the technology of the company's products and can not well perceive the value of the products. In addition, according to the specific problems revealed by the questionnaire survey, in order to analyze the problems in depth and find out the appropriate solutions, this study carries out a targeted swot analysis from the perspective of consumer perception management. In the aspect of perception, there are four dimensions: external opportunity, threat, internal advantage and disadvantage. Finally, four basic strategies of consumer perception management for A company are extracted through the analysis. Finally, according to the strategy of consumer perception management, this paper makes a detailed analysis of the strategy from four aspects. First of all, from the perspective of product market repositioning, the related perceptual management strategies are introduced in detail. Second, the spread of food purification common sense and create corporate brands put forward their own views. Thirdly, the solution of perceptual technology is deeply analyzed, and the online and offline strategies are put forward. Finally, in the aspect of enriching the channels and strategies of value transmission, it is suggested that Company A establish a potential consumer group, carry out all-round value transfer, and establish seed market by means of free and other means. The research in this paper not only has positive significance to A company, but also has some inspiration and experience to other similar enterprises.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F279.2;F713.55

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