摘要
基于顾客期望价值理论,首先研究顾客需求价值的决定因素,指出外界环境,需求目标,实现目标的能力及背景是形成顾客需求价值的根本,接着分析了顾客需求价值变化的影响因素,并在此分析的基础上提出了驱动顾客需求价值变化的因素模型。最后,以在校大学生PC机需求市场为背景,对市场调研的样本数据进行需求特征的聚类和类特征分析,其分析结果对驱动顾客需求价值的因素模型进行了诠释。
Based on the theory of customer' s desired value,the article firstly studies the factors determining customer's de-sired value and emphasizes that the external environment,the objects,the ability of realizing objects and the background form the customer's desired value,then it analyzes the factors driving the changes of customer's desired value and builds the factor model on such base.Finally,the article takes the PC market of college students as background,uses SPSS to analyze the data,and then uses the result to demonstrate the factor model driving the changes of customer' s desired value.
出处
《价值工程》
2005年第2期25-28,共4页
Value Engineering
