感知质量与实际质量关系对企业策略的影响初探

The Influence of Relationship between Perceived Quality and Objective Quality on Enterprise Decision Making

感知质量是顾客对产品质量的主观判断,企业在决策时需要考虑感知质量的影响。本文对顾客感知质量及其影响因素进行了研究,总结了影响感知质量的三个主要方面,对感知质量和实际质量的差异进行了比较,得到两者在不同水平上的四种关系,对应地将产品分为四个类型,并探讨了针对不同类型的产品企业应该选择的策略。企业需要通过质量活动提高实际质量,同时通过宣传营销活动提高感知质量,形成优质产品,以保持企业活力和市场竞争力。

Perceived quality is customers＇ subjective judgment to the quality of products,which has important influence on enterprise decision making.This paper summarized three major aspects which affect perceived quality after analyzing influencing factors of perceived quality.Then we conclude four types of relationship between perceived quality and objective quality and four kinds of product corresponding.Enterprise should choose its decision on the basis of product＇s kind.The conclusion is that,an enterprise should both improve objective quality and perceived quality by quality management action and markting action to keep its competitiveness.