顾客价值认知与市场信号应用研究

Study of market-signal application in customer value perception

随着“以顾客为导向”思想在市场营销中的确立,市场营销理念经历了顾客满意、顾客忠诚到顾客价值的变化,顾客价值成为消费者购买决策的依据和企业获取竞争优势的新来源和企业发展战略的重要内容。论文根据认知理论和信息经济学的不确定性、风险和市场信息理论,通过对顾客价值认知机理的系统分析,探讨市场信号在市场营销策略中的具体应用。

With the establishment of the marketing antilogy of 'customer orientation', the marketing philosophy experiences the change from customer satisfaction to customer loyalty, and then customer value. Besides, customer value has been the new source of the enterprise achieving the competition advantage and the important content of enterprise strategy. According to the cognitive theory and uncertainty theory of information economics as well as risks and market information theory, the paper analyzes the principle of customer value perception, studies the effect of market signal on consumer value perception and the application of market signal in marketing.