基于客户满意度的皮具品牌个性化塑造研究

Brand Personalization of Leather Goods Based on Customer Satisfaction

针对消费升级下皮具消费市场的新变化和皮具品牌建设的个性化要求,结合客户满意度理论对我国皮具品牌塑造进行研究。采用文献研究法对当前皮具品牌个性化塑造作详细梳理,结合美国心理学家亚伯拉罕·马斯洛的《人类激励理论》分析客户满意度的影响因素,认为皮具产品质量、产品相关支持性和辅助性服务、面对面服务水平、守信度、顾客情感5个方面是决定皮具消费者满意度的关键因素,并从文化、定位和情感3个角度提出基于客户满意度的品牌个性化塑造策略,对增加品牌价值、巩固客户忠诚度、适应新市场发展要求有着现实的借鉴意义。

In view of the new changes of leather goods consumer market and the personalized requirements of leath⁃er goods brand construction under the upgrading of new consumption,this paper studied the brand building of leather goods in China based on the theory of customer satisfaction.Literature research method was adopted to make a de⁃tailed review of the current personalized building of leather goods brands,combined with American psychologist Abra⁃ham Maslow's Human Motivation Theory to analyze the influencing factors of customer satisfaction.It was concluded that the quality of leather products,product-related support and auxiliary services,face-to-face service level,trust⁃worthiness and customer emotion are the key factors to determine the satisfaction of leather consumers.Finally,from the three perspectives of culture,positioning and emotion,this paper put forward the brand personalized shaping strat⁃egy based on customer satisfaction,which has practical reference significance for increasing brand value,consolidating customer loyalty and adapting to the requirements of new market development.