基于网络购物的顾客让渡价值研究-毕业论文（设计）.doc

PAGE w PAGE I 学号 学号 浙江xxxx毕业论文（设计） 题 目 基于网络购物的顾客让渡价值研究 学生姓名 *** *** 专业班级 市场营销，营销本*** 指导教师 *** 院 （系） 浙江万里学院商学院 年4月10日 w 摘 要 网络营销是以互联网络为媒体，以新的方式、方法和理念实施营销活动，更有效促成个人和组织交易活动的实现。网络购物因其便捷、经济等优势在世界各地得到了迅速普及，我国的网络购物近年来也呈现了良好的发展趋势。网络购物市场的飞速发展给网络商店带来商业机会的同时，也给它们带来了激烈的竞争与巨大的挑战。本文研究以BtoC网络商店的消费者为研究对象，在现有文献细致深入的回顾基础上，提出了顾客让渡价值的研究思路。 顾客让渡价值是顾客感知的价值，这些感知价值是顾客权衡的结果，是对顾客所得与所失的一种比较。著名的美国营销大师菲利浦?科特勒就提出了“顾客让渡价值”的概念,即顾客购买商品或劳务所获得的总价值和支付的总成本。 本文分析了顾客让渡价值理论的内涵，从顾客让渡价值的文献出发，建立了网上商场顾客让渡价值模型，并构建了顾客让渡价值的指标体系，运用SPSS13.0统计软件对六个网上商场的调查数据进行实证分析，提出了顾客总价值与顾客总成本两个因子,运用因子分析中的共同度作为权重进行层次分析的方法对网上商场的顾客让渡价值进行测量和比较，并据此提出了提升顾客总价值与降低顾客总成本的对策建议。 关键词：网络购物；顾客让渡价值；消费者购买行为；实证分析；因子分析 Abstract Network marketing put the network as the media.It implements marketing activities in new ways, methods and ideas. It is more effectivelly to promote individual and organization trading activities. Internet shopping has widespread in the world for its convenient and economic advantages. The network shopping in China also present a good development tendency. The rapid development of Internet shopping market bring business opportunities to network stores and meanwhile bring great competition and challenges.The study of this paper take BtoC network store consumers as the research object. Based on the existing intensive literature,it put forward the research methods of Customer Delivered Value. Customer delivered value is the value that customer apperceives.These perceptive value are the result of balance by customers. It is a comparison for income and loss of customers. The famous American marketing gurus Philip. P.m. put forward the concept of customer delivered value”, namely the value that customers buy goods or services and total cost they paid. The paper analyses the connotation of customer delivered value theory. It starts from the literatures of customer delivered value,establishing a model of online store customer delivered value .And put forwards to the index system of customer delivered value,using the statisti