酿酒科技
釀酒科技
양주과기
LIQUOR-MAKING SCIENCE & TECHNOLOGY
2015年
5期
130-133
,共4页
保健酒%消费者感知价值%需求层次理论
保健酒%消費者感知價值%需求層次理論
보건주%소비자감지개치%수구층차이론
healthcare liquor%customer perceived value%hierarchy of needs theory
通过对江苏省6个市296名消费者进行问卷调查，采用因子分析和逐步回归方法研究了消费者对保健酒的感知价值。结果表明，消费者对保健酒的感知价值由5个维度构成，按照消费者感知价值中各构成维度的重要程度，依次为尊重价值、社交价值、保健价值、生理价值和自我实现价值。企业应当据此来制定有针对性的营销方案，突出保健酒带给消费者的尊重价值来增强产品对消费者的吸引力。
通過對江囌省6箇市296名消費者進行問捲調查，採用因子分析和逐步迴歸方法研究瞭消費者對保健酒的感知價值。結果錶明，消費者對保健酒的感知價值由5箇維度構成，按照消費者感知價值中各構成維度的重要程度，依次為尊重價值、社交價值、保健價值、生理價值和自我實現價值。企業應噹據此來製定有針對性的營銷方案，突齣保健酒帶給消費者的尊重價值來增彊產品對消費者的吸引力。
통과대강소성6개시296명소비자진행문권조사，채용인자분석화축보회귀방법연구료소비자대보건주적감지개치。결과표명，소비자대보건주적감지개치유5개유도구성，안조소비자감지개치중각구성유도적중요정도，의차위존중개치、사교개치、보건개치、생리개치화자아실현개치。기업응당거차래제정유침대성적영소방안，돌출보건주대급소비자적존중개치래증강산품대소비자적흡인력。
Based on questionnaire survey of 296 consumers in six cities in Jiangsu province,consumer perceived value of healthcare liquor was studied by principal component analysis and stepwise regression method. The results showed that, customer perceived value of healthcare li-quor was consisted of five dimensions including status value (the most important dimension), social value, healthcare value, physical value and the value of self-realization. Enterprise should develop targeted marketing programs and lay stress on the status value of healthcare liquor to consumers to increase the attraction of healthcare liquor product.
