个人护理品类消费者动态满意度解析

发布时间：2018-01-01 06:07

本文关键词：个人护理品类消费者动态满意度解析　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国经济经历了过去三十多年的快速发展,消费领域发生了翻天覆地的变化,由过去的短缺经济到如今的消费升级,消费者的诉求越来越丰富,越来越多样。快速消费品行业作为与广大消费者日常生活最息息相关的行业,这种变化尤为显著。由于快速消费品行业生产技术门槛低,标准化程度高,行业巨头云集(特别是外资巨头),竞争激烈,而产品的高毛利主要来自于品牌溢价,因此,抢夺消费者,提升品牌忠诚度是行业中各企业赢得竞争的重要途径。当前中国消费者日趋成熟,如何满足消费者需求、提高消费者满意度是各品牌的主要着力点,各品牌均有针对“提高消费者满意度”的研究、决策及解决方案,但大都是静态的,即针对消费行为的某个断面(购买/使用/售后),而缺乏对消费者持续满意度的研究与决策。但现实情形中,消费者对于品牌的满意度是一个动态过程,会随着时间的推移而产生变化,特别是“低内在评估性”属性的产品——快速消费品行业的大部分品类都具有该属性。本文选取以个人护理品类——快速消费品行业极具代表性的品类作为消费者动态满意度研究的载体,结合当前市场营销中关于“消费者动态满意度”的相关理论研究,分析品类特性以及该品类消费者满意度的现状,剖析构成消费者满意度的各个要素,尝试建立个人护理品类消费者动态满意度的构成维度。与此同时,着重从消费者消费行为的时间维度进行切分,就消费者“购买前”“购买中”“购买后”不同阶段影响其对品牌或产品满意度的因素进行解析,结合实际案例,寻找不同阶段的关键要素,并尝试性地提出个人护理品类消费者动态满意度的解析公式。此外,本文试图从品牌、产品、渠道、消费者沟通等维度出发,从现实角度提出提升品牌或产品消费者动态满意度的途径,希望给个人护理品类相关企业提供思路。
[Abstract]:Chinese economy experienced over the past thirty years of rapid development, the change of the consumption field, turn the world upside down, from the past to today's shortage of economic consumption upgrade, consumers demand more and more rich, more and more diverse. The fast consumer goods industry as often with the vast number of consumers on the most closely related to the industry, due to the rapid change is particularly significant. Consumer goods industry production technology of low threshold, high degree of standardization, industry giants gathered (especially foreign giants), intense competition, and high margin products mainly from the brand premium, so grab consumers, enhance brand loyalty is an important way for the enterprises in the industry to win the competition. The China more mature consumer, how to meet consumer demand, improve consumer satisfaction is the main focus of the brand, the brand has a research to improve customer satisfaction, The decision and solution, but most of them are static, i.e. a section for consumer behavior (buy / use / customer service), and the lack of research and decision of consumers continued satisfaction. But in reality, the consumer is a dynamic process for brand satisfaction, with the passage of time and change, especially "most of the low internal assessment category of property products, FMCG industry has this property. This paper selects the personal care category of FMCG industry representative category as the carrier of the consumer satisfaction dynamic, combined with the current marketing of" dynamic consumer satisfaction "theory analysis of category, characteristics and status of the category of consumer satisfaction, analyzes the various elements of the consumer satisfaction, try to establish the personal care category of consumer action The dimensions of state satisfaction. At the same time, focus on the segmentation from the time dimension of consumer behavior, the consumer before the purchase of "" buy "" buy "after the different stages of its influence on brand or product satisfaction factor analysis, combined with the actual case, find the key factors in different stages, and try to put forward the resolution formula of personal care category dynamic consumer satisfaction. In addition, this article attempts from the brand, products, channels of consumer communication and other dimensions, put forward dynamic way of satisfaction brand or product consumers from a practical point of view, I hope to provide ideas for personal care category related enterprises.

【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F274

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