啤酒顾客感知价值研究

Research into Beer Customers' Perceived Values

啤酒生产企业之间的竞争已由市场份额的竞争转移到顾客份额的竞争。啤酒顾客感知价值是啤酒消费者对啤酒产品的显在与潜在的评价。力求使顾客感知价值最大化,才能使企业赢得竞争。啤酒顾客感知价值模型包括功能价值、服务价值、效率价值、价格价值和形象价值,这五种价值之间是层级递进关系。

Competitions among beer production enterprises shift from market share to customer share.Customer perceived values are beer customers＇ explicit and implicit comments on beer products.In order to win competitions,beer enterprises should maximize customer perceived values.Customer perceived values encompass function value,service value,efficiency value,price value and product image value,which are in a hierarchy.