文档介绍：湛江现代科技职业学院
顾客感知价值与竞争优势的营销策略
姓名: 姚龙斌
系部: 管理系
专业: 市场开发与营销
班级: 2008级市场1 班
学号: 2008050119
2010年10月25号
湛江现代科技职业学院
中文摘要
         顾客感知价值是竞争优势的新源泉的观点已得到了大家的广泛认可,但是缺乏具体的实证研究来印证。本文采用倒推证明法,在借鉴前人研究的基础上,首先证明顾客忠诚(消费者行为倾向)是竞争优势的前因,然后,通过一个手机细分市场的实证研究,再证明顾客感知价值是影响消费行为的重要前因,从而得出了顾客感知价值是竞争优势的重要前因的结论。
[关键词] 顾客感知价值;竞争优势;行为倾向;顾客满意;顾客忠诚
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ABSTRACT
Guests' perceptive value petitive advantage the new source of view has got everyone's extensive approbate, but lack of specific empirical research to confirm. This paper adopts pour push proof law, in the reference based on the former research, first prove customer loyalty (consumer action tendency) petitive advantage, then, through before because of a mobile phone market segment of empirical research, again proof guests' perceptive value is the effect of consumer behavior important antecedents, and concluded that guests' perceptive value is heavy petitive advantage in the past conclusion
Key words: the guests' perceptive value; Competitive advantage; Behavioral orientation; Customer satisfaction; Customer loyalty
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目录
中文摘要………………………………………………………….……………...…....1
Abstract………………………………………………………………………………3
1文献回顾……………………………………………………….…4
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2研究假设的理论分析…………………………………………….5
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3 理论分析与结论…………………………………………………7
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4培育基于顾客感知价值的企业核心竞争力.....................9
、分析竞争对手状况……………………………………………………………….9
、研究、识别目标顾客感知价值,找出顾客最关注的价值领域……………….9
、将资源集中投入到关键的价值领域…………………………………………….9
、利用价值链实现联盟竞争优势…………………………………………..…….10
、培养资源整合能力……………………………………………………………...10
4未来研究方向…………………………………………….………….11
结束语...