黑龙江省绿色食品顾客感知价值实证研究

发布时间：2018-03-25 06:02

本文选题：顾客感知价值　切入点：绿色食品　出处：《哈尔滨商业大学》2017年硕士论文

【摘要】：科技进步,社会发展,今天的人们已不满足于温饱和小康,追求生活品质逐渐成为新的时代潮流。而对于健康营养且利于生态环境的绿色食品在提升生活品质中扮演着重要角色,已然成为新时代人们的首要选择。黑龙江省凭借着其优渥的地理环境和气候条件,绿色食品的产量和品质均遥遥领先。然而,人们对于黑龙江省绿色食品消费意愿并没有得到相应的预期。因此,黑龙江省绿色食品顾客感知价值的提升,对于推进黑龙江省乃至全国绿色食品产业的发展都有重大现实意义。在国内外学者研究的基础之上,将文献研究和实证分析的方法相结合,对绿色食品顾客感知价值影响因素进行研究。通过从感知利得与利失两个角度出发,进而构建理论研究模型并形成相应的研究假设。其中,感知利得分为质量、品牌、服务和绿色四个维度的价值感知;感知利失分为价格和时间两个维度的成本感知。通过对相关数据进行收集基础上,运用SPSS17.0对数据资料进行描述性统计分析、信度及效度检验、因子分析、相关和回归分析等实证方法。研究结果显示质量、品牌、服务、绿色价值和价格成本正相关于绿色食品顾客价值;时间成本对于顾客感知价值没有产生显著性影响。基于研究结果,针对市场现状对绿色食品企业提出以下建议,一是提升食品质量价值,增强企业规范管理;在确保食品安全健康前提下进一步增强企业管理效率。二是加强品牌宣传推广,注重品牌及文化建设;在品牌建设中始终做好品牌定位,瞄准目标群体,更要重视区域品牌建设。三是增强信息沟通效率,提升相关服务质量;通过不断挖掘顾客需求,进行服务营销。四是增强企业社会责任,提升食品绿色价值;通过加强顾客对绿色食品的了解及接受程度,进而提升整合社会绿色消费氛围。五是实行规模经营,实施合理定价。
[Abstract]:Progress in science and technology, social development, people today are no longer satisfied with food and clothing and well-off, The pursuit of quality of life has gradually become a new trend of the times. Green food, which is healthy and nutritious and beneficial to the ecological environment, plays an important role in improving the quality of life. It has become the first choice for people in the new era. Thanks to its favorable geographical environment and climate conditions, Heilongjiang Province is far ahead in the production and quality of green food. People do not have corresponding expectations for the consumption of green food in Heilongjiang Province. Therefore, the perceived value of green food customers in Heilongjiang Province has increased. It is of great practical significance to promote the development of green food industry in Heilongjiang Province and even the whole country. Based on the research of scholars at home and abroad, it combines the literature research with the empirical analysis method. This paper studies the influencing factors of the perceived value of green food customers. From the perspective of perceived gain and loss, this paper constructs a theoretical research model and forms the corresponding research hypothesis, in which, perceived profit scores are quality, brand, and so on. Value perception of four dimensions of service and green; perceived profit loss is cost perception of price and time. On the basis of collecting relevant data, descriptive statistical analysis, reliability and validity test of data data are carried out by using SPSS17.0. The results show that quality, brand, service, green value and price cost are positively related to customer value of green food. Time cost has no significant impact on customer perceived value. Based on the research results, the following suggestions are put forward to green food enterprises: first, to improve food quality value and enhance enterprise standard management; On the premise of ensuring food safety and health, we should further enhance the efficiency of enterprise management. Second, we should strengthen brand publicity and promotion, pay attention to brand and cultural construction, always make brand positioning and target target groups in brand building. We should pay more attention to regional brand building. Third, enhance the efficiency of information communication, improve the quality of related services; through constantly mining customer demand, carry out service marketing; fourth, enhance corporate social responsibility, enhance the green value of food; Through strengthening the customer's understanding and acceptance of green food, and then promoting the integration of social green consumption atmosphere. Fifth, the implementation of scale management, the implementation of reasonable pricing.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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