基于手段-目的链的鲜活水产品顾客价值研究

Research on customer value of fresh aquatic products based on Means-End Chain

在以顾客为中心的经济时代,顾客在选择某一产品时不仅局限于产品属性特点,而是关注更深层次的价值取向。论文以手段-目的链理论框架作为研究基础,对我国鲜活水产品顾客价值进行解构。通过问卷调查获得383个调研数据,运用SPSS20.0软件建立多元线性回归模型,研究顾客关于鲜活水产品消费的价值路径。并据此提出在提高产品品质的基础上根据市场推陈出新、利用科学的定价机制打造品牌优势、线上线下相结合打造品牌内涵,提升品牌鲜活水产的知名度、营造场景联想的消费体验等建议。

In the customer-centric economic era, customers are not only limited to product attributes when choosing a product, but concerned with deeper value orientation. This paper uses the theoretical framework of the Means-End Chain as the research foundation to deconstruct the customer value of fresh aquatic products in my country. Based on the 383 survey data obtained from the questionnaire survey, the SPSS20.0 software is used to establish a multiple linear regression model to study the value path of customers’ consumption of fresh and live aquatic products. Based on above, it puts forward suggestions on improving product quality based on market innovations, using scientific pricing mechanisms to create brand advantages, combining online and offline to create brand connotations, enhancing brand awareness of fresh aquatic products, and creating scene-related consumer experience.