宅族消费者顾客价值要素构成研究

发布时间：2018-02-24 03:47

本文关键词： 宅族顾客价值消费价值观生活方式　出处：《东北财经大学》2011年硕士论文　论文类型：学位论文

【摘要】：随着社会的高速发展,消费者的物质生活得到了快速提高。面对严重的产品同质化和不断加剧的市场竞争,如何能更加准确的寻找并有针对性的满足消费者的真正需求,成为了获取市场竞争的不二法则。网络通信技术的大量普及,极大地方便了人们的生活,也使得“宅居”生活方式成为了可能。他们尽可能的减少出门次数,吃穿用等各式消费品都通过网上购物,电话订购等方式得到满足,足不出户的在家完成工作,或参与一些娱乐项目。这种“任尔千变万化,我自巍然不动”的生活方式,引发出了新的经济现象,同时展现给企业一个潜力巨大的新兴市场。如何能适应市场的变化,更好的了解“宅居一族”这个潜力巨大的市场需求,并且据此来满足这一细分市场,成为了摆在众多企业面前的重要课题。本文运用了顾客价值和消费价值观相关的理论研究成果,重点分析影响“宅族”消费者购买行为的核心利益价值,同时运用了生活方式理论分析总结了“宅族”群体的生活方式及消费方式的特征；以大量的数据调查为基础,运用实证研究的方法,研究“宅族”消费者顾客价值要素的构成,同时进一步分析了“宅族”内部市场的价值差异,为企业和学术界研究这一新兴市场提供参考。全文共由六部分组成：第一部分,主要陈述选题背景与意义,提出问题和解决方法,表述本文研究的创新点。第二部分,回顾和整理相关文献的研究成果,为论文研究提供了理论支持。第三部分,通过文献整理和初步的市场调研,先初步区分宅族市场,获得宅族市场需求特征和顾客价值的可能构成要素,再构建研究模型。第四部分,明确研究对象的范围,再分配研究指标,最后,根据研究的变量来设计问卷并进行问卷调查。第五部分,先对获得数据进行信度效度检验,再通过整理和分析数据来获得宅族消费者的公共的顾客价值因子,并通过区分不同的因子来进行市场再细分。第六部分,对本文的研究成果进行总结分析,并总结研究获得的启示、实际意义和存在的问题。通过分析研究,本文发现了“宅族”消费者共同的价值观有自由自在、归宿感、安逸、科技、个人效率,这五个要素是“宅族”消费者共同关心的核心价值。学生族的核心价值要素有自由自在、新潮、激情活力、科技、个性、归宿感,说明学生族群体在消费时更加关注年轻活力的元素,认同新颖的产品形式。论坛族关注的核心价值有服务、美誉、安逸、效率、价格,说明该群体是追求生活质量的代表,消费的主要目的是以更加明智的方法来获得更加安逸的生活。研究族群体关注的价值元素是科技、追求、服务、个人效率、个性,该群体是“宅族”群体中最追求个人成就的一类,他们消费行为的重要标准是要节省时间和精力成本,提高工作生活效率。最注重消费生活的是Shopping族,他们关注的核心价值有价格、品牌、质量、安逸,说明该群体是消费生活中最挑剔的一类。而游戏动漫族关注的核心元素是新潮、个性、刺激、自由、归宿、激情,凸显个性和尽情享乐是这个年轻群体的生活准则,产品和服务的个性化多样化会获得他们的好感。本文的创新点在于从生活方式的理论研究分析入手,总结归纳出国内“宅族”消费者的基本概念和消费特征,再结合顾客价值理论和消费价值观理论,研究分析“宅族”消费者的顾客价值构成要素,同时深入探究“宅族”内部市场的价值差异。
[Abstract]:With the rapid development of society, the living standard of people has been improved rapidly. In the face of serious homogenization of products and the growing competition in the market, how to find a more accurate and real needs in order to meet the consumer, do not become a rule of two acquisition of market competition.
The popularization and application of network communication technology, greatly facilitates people's life, but also makes the "residence" way of life as possible. They go out as much as possible to reduce the number of food and clothing, and other kinds of consumer goods through online shopping, for meet, stay at home to work at home, or participate in some entertainment. This "Seoul, I won't the myriads of changes, since the" way of life, has triggered a new economic phenomenon, and show the enterprise a huge potential of emerging markets. How to adapt to market changes, to better understand the "home owners" this huge potential market demand, and according to meet this market segment, become an important issue placed in front of many enterprises.
Based on the customer value and consumer values in related theory research results, analyzed the impact of "otaku" consumer behavior the core value, while the use of a way of life theory analysis summarizes the characteristics of life style and consumption style house family "groups; to a large number of survey data as the basis, the use of empirical method study on the composition of the element of" otaku, "customer value, and further analyzes the value differences of otaku" internal market, provide a reference for enterprises and academic research in this emerging market.
The thesis consists of six parts: the first part mainly stated the background and significance of topics, questions and solutions, described the innovation of this paper. The second part, review relevant literature research, provides the theoretical support for the research. The third part, through literature review and preliminary market research, initially distinguish the otaku otaku market, obtain market demand characteristics and customer value may constitute elements, then construct the research model. In the fourth part, define the scope of the research object, the study of the redistribution index, finally, according to the research of the variable to design the questionnaire and the questionnaire survey. The fifth part, the first to verify the reliability and validity of the data. Through the collation and analysis of data to obtain public customer value factors of couch potato consumers, and through the different factors of market subdivision. The sixth part of this paper. The research results are summarized and analyzed, and the enlightenment, practical significance and existing problems of the research are summarized.
Through the analysis, this paper found that the value of "otaku" consumers have a common view of freedom, sense of belonging, comfort, technology, personal efficiency, these five elements are the core value of "otaku" consumers of common concern. Students are the core value elements of freedom, passion and vitality, fashion, science and technology, personality, fate that sense of ethnic group students in the consumer pay more attention to the vitality of the young identity elements, innovative products form. There are services, the core value of forum family concern reputation, comfort, efficiency and price, so this group is representative of the pursuit of quality of life, the main purpose of consumption is to a more sensible approach to get more comfortable study on the value of life. The elements group is concerned with science and technology, the pursuit of individual personality, service, efficiency, the group is "a kind of otaku" groups in the pursuit of personal achievement, an important standard for their consumption behavior Is to save time and energy cost, improve the efficiency of work and life. Most of the attention of consumer life is Shopping, there is a price, they focus on core value of brand, quality, comfort, the group is one of the most critical consumption of life. While the core elements of the game animation group is concerned with fashion, individuality, stimulation. Freedom, fate, passion, pleasure and prominent personality of the young groups living standards, personalized diversified products and services will gain their favor.
The innovation of this paper is based on the analysis of theory of life style, summarizes the basic concepts and features of domestic consumption "otaku" consumers, combined with the theory of customer value and consumer value theory, research and analysis of "otaku" consumer value elements, while exploring the differences in value of the house family "the internal market.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F224

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