营销策略对顾客感知价值的驱动研究

A Study of Customer Perceived Value Driven by Marketing Strategy

以住宅家具行业为例,在构建企业营销策略对顾客感知价值驱动模型的基础上,应用结构方程模型,从基于顾客感知的视角,实证研究了营销策略对顾客感知价值的影响。研究发现:营销策略中的款式设计、产品/服务质量、价格、广告支出和价格促销对顾客感知价值均有显著的作用,进一步检验了质量、价格和服务的驱动作用,同时验证了广告支出和价格促销对顾客感知价值的驱动作用,对企业提高顾客感知价值具有重要的意义。

Taking the residential furniture industry as an example, this study constructs a model of customer perceived value driven by business marketing strategy. Then by applying the structural e- quation model, it empirically studies the impact of marketing strategy on customer perceived value from the perspective of customer perception. The results show that among marketing strategies such elements as style design, product/service quality, price, advertising expenditures and price promotions all have significant effects on customer perceived value. Furthermore, this study confirms the driving role of quality, price and service. While at the same time, it verifies the driving role of advertising expenditures and price promotions over the customer perceived value. Therefore, this study can offer significant reference for enterprises to improve customer perceived value.