保健品企业顾客价值与顾客忠诚的关系研究

发布时间：2018-04-15 17:24

本文选题：保健品 + 顾客价值　；参考：《兰州商学院》2013年硕士论文

【摘要】：随着社会竞争愈来愈激烈，人们的生活节奏在不停地加快，因此生活压力也越来越大，亚健康已成为当今社会一个相当普遍的现象。然而，随着老百姓生活水平的不断提高和消费观念的转变，人们对自身保健越来越关注，对保健品的需求越来越旺盛。2009年时，，中国保健品市场的销售额达到了一个前所未有的高峰——1000亿元；截至2011年底，中国保健食品市场产值已达2000亿元以上，且仍以每年15%的速度增长。到2015年，人均消费将达300元，市场总容量可突破4500亿元。保健品市场的乐观前景和丰厚的利润，吸引了越来越多的企业进入，使得保健品市场竞争愈演愈烈。我国保健品行业在竞争中凸显了诸如：概念炒作，虚假宣传，夸大功效，过分依赖于促销，广告、产品的功能结构不合理，科技含量低等方面的问题。我国保健品行业诞生新的企业或者新产品只能在市场上风靡三五年，之后就销声匿迹了。中国的保健品企业如何才能在严峻的市场竞争环境中提高顾客的忠诚度，使得企业不被市场所淘汰，成为我国各个大大小小的保健品企业共同关注的问题。本文正是在这一背景下进行研究的。本文在前人研究的基础上，总结出保健品行业顾客价值驱动因素有6个：产品价值、品牌价值、人员与服务价值、促销价值、便利的价值、购买成本。通过信度和校度检验确保量表的稳定性和有效性。利用SPSS17.0专业统计软件对各变量进行相关分析和回归分析。最后得出以下结论：保健品企业的顾客价值各维度中，除了品牌价值和便利的价值对顾客满意都没有显著的正向的影响之外，产品价值、人员与服务价值、促销价值、购买成本分别对顾客满意有显著的正向影响；除了便利的价值对保健品企业的顾客忠诚没有显著的正向的影响外，保健品企业的产品价值、品牌价值、人员与服务价值、促销价值、购买成本分别对其顾客忠诚有显著的正向影响；保健品企业的顾客满意对其顾客忠诚有显著的正向影响。本研究的成果为保健品企业提高顾客忠诚度提供了理论基础，并弥补了顾客价值与顾客满意、顾客忠诚相关关系在保健品行业中研究的不足。
[Abstract]:With more and more fierce social competition, people's rhythm of life is constantly accelerating, so the pressure of life is also increasing, sub-health has become a very common phenomenon in today's society.However, with the continuous improvement of people's living standards and the change of consumption concept, people are paying more and more attention to their own health care, and the demand for health care products is becoming more and more vigorous. In 2009,Sales of health products in China reached an unprecedented peak of 100 billion yuan. By the end of 2011, China's health food market had produced more than 200 billion yuan, still growing at a rate of 15 percent a year.By 2015, per capita consumption will reach 300 yuan, the total market capacity can exceed 450 billion yuan.The optimistic prospect and rich profit of health products market attract more and more enterprises, which makes the competition of health products market more and more intense.In the competition of health products industry in our country, the problems such as concept hype, false propaganda, exaggerated efficacy, excessive dependence on promotion, advertising, irrational functional structure of products, low scientific and technological content and so on are highlighted.New enterprises or new products can only be popular in the market for three to five years, and then disappear.In order to improve the customer loyalty in the severe market competition environment, the health care products enterprises in China will not be eliminated by the market, which has become the common concern of the health care products enterprises of all sizes in our country.This paper is under this background to carry on the research.On the basis of previous studies, this paper concludes that there are six driving factors of customer value in health products industry: product value, brand value, personnel and service value, promotion value, convenience value and purchase cost.Reliability and calibration tests were used to ensure the stability and validity of the scale.The correlation analysis and regression analysis of the variables were carried out by using the SPSS17.0 professional statistical software.Finally, the following conclusions are drawn: in each dimension of customer value of health products enterprises, except brand value and convenience value have no significant positive impact on customer satisfaction, product value, personnel and service value, promotion value,The purchase cost has a significant positive impact on customer satisfaction, except the convenience value has no significant positive effect on the customer loyalty of the health product enterprise, the product value, brand value, personnel and service value of the health product enterprise,Promotion value and purchase cost have significant positive effects on customer loyalty, while customer satisfaction has significant positive influence on customer loyalty in health care enterprises.The results of this study provide a theoretical basis for health products enterprises to improve customer loyalty, and make up for the lack of research on the relationship between customer value and customer satisfaction and customer loyalty in the health products industry.
【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89;F224

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