制造企业与客户价值感知差异的影响因素及偏差距离研究

The Research on the Influence Factors and Gap Distance of Value Perception Gap between Manufacturing Enterprises and Customers

以扎根理论为基础,卡车制造企业一线销售服务人员和行业客户为研究对象,探讨了两者间产品价值感知差异的呈现状态与构成情况。借助内容分析方法自下而上编码生成了客户价值影响因素框架模型,并对影响因素的概念内涵、权重及优先序、感知偏差距离等指标进行了定性与定量相结合的分析。研究结果表明,编码生成的38个影响因素中,客户与一线销售服务人员在其中17个因素的价值感知上存在显著差异,其差异主要体现在:企业一方面高估了购车成本、制造质量、品牌、产品形象、配件保障等传统销售及售后功能相关的因素在客户价值感知中的重要性;另一方面,企业低估了运营成本、盈利能力、盈利方式、智能物流等与未来收益水平相关的因素在客户价值感知中的重要性。同时,企业对成本费用、增值服务、收益能力等维度的影响因素概念定义与客户存在较大差别,这可能导致企业产品与客户价值诉求的脱节。首次在中文环境下采取定性与定量相结合的方法识别出制造企业与客户价值感知的影响因素并进一步计算得到价值感知差异点与偏差距离,为制造企业服务转型背景下的产品开发和改进、营销策略制定提供了实证数据支持,也为后续价值感知差异理论研究的发展提供了新思路。

Based on the ground theory,the value perception gaps between the manufacturing enterprise and industrial customers were discussed.Then,a quantitative research on concept connotation,priority and gap distance of customer value influence factors were analyzed.It takes front-line employees(FLEs)and customers as in-depth interview target in China’s truck industry and uses content analysis approach to generate influencing factors from bottom to up.Moreover,the results show that thirty-eight influence factors coupled with their relative priorities and definitions based on customers’perception were found and there is a significant difference in the perception gap between two sides in seventeen factors.On the one hand,FLEs may overestimate sales and post-sales service related factors,such as purchase cost,manufacturing quality,brand,product image,spare parts,et al;on the other hand,FLEs may underestimate latent profitability related factors,such as operation cost,profitability ability profit model smart logistics system,et al.In addition,there are perception gaps between FLEs and customers on the concept connotation of cost,value-added services,profitability,et al related dimensions.This exploration not only provides some new findings and triggers further research on the value perception gap research in industrial markets,but also provides a new quantitative research framework in CA research.Findings from this study also provide valuable reference for manufacturing enterprise NPD management.