顾客价值视角下消费者资源节约型品牌创新研究

发布时间：2018-02-10 02:21

本文关键词： 资源节约顾客价值资源节约型品牌创新　出处：《学术交流》2013年04期 　论文类型：期刊论文

【摘要】：促进消费者资源节约的关键是让消费者认识到其资源节约行为与自身利益相容,而顾客价值是消费者判断其行为是否与自身利益相容的重要依据。资源问题感知、资源节约知识和群体压力都通过顾客价值对顾客的资源节约型购买行为产生影响,进而影响其资源节约型使用行为。顾客价值在资源节约型消费行为形成中具有重要的中介作用。为促进资源节约型消费模式的构建,企业应积极实施品牌化战略,塑造资源节约型品牌,并不断创新完善顾客价值让渡系统,为顾客创造和传递更多的功能性价值、象征性价值和体验性价值;消费者可适当转变消费观念,扩大品牌消费,特别是资源节约型品牌的消费;政府可以通过转变观念和职能,在区域经济发展中坚持品牌经济主导的发展模式,引导和扶持资源节约型品牌的发展。
[Abstract]:The key to promote consumer resource conservation is to make consumers realize that their resource saving behavior is compatible with their own interests, and customer value is an important basis for consumers to judge whether their behavior is compatible with their own interests. Resource saving knowledge and group pressure have an impact on customers' resource-saving purchasing behavior through customer value. Customer value plays an important intermediary role in the formation of resource-saving consumption behavior. In order to promote the construction of resource-saving consumption pattern, enterprises should actively implement brand strategy. Creating resource-saving brand and continuously innovating and perfecting customer value transfer system, creating and transmitting more functional value, symbolic value and experiential value for customers, consumers can change consumption concept appropriately and expand brand consumption. Especially the consumption of resource-conserving brand, the government can change the concept and function, adhere to the development mode of brand economy in the development of regional economy, guide and support the development of resource-conserving brand.
【作者单位】：湖南第一师范学院经济管理系;
【基金】：湖南省哲学社会科学基金课题(2010YBB075) 湖南省教育科学规划课题(XJK011QDY004) 湖南省普通高等学校科学研究项目(11C0275) 2011年湖南省大学生研究性学习和创新性实验计划项目
【分类号】：F274

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