网络折价促销对消费者感知价值的影响,mba市场营销论文

网络折价促销对消费者感知价值的影响,mba市场营销论文本篇论文目录导航：【第1部分】网络折价促销对消费者感悟价值的影响【第2部分】【第3部分】【第4部分】【第5部分】【第6部分】近期十年的时间,网络经济在中国飞速发展,网络交易系统渐趋成熟,消费者关注的焦点已从过去系统服务面,逐步转移到从网络交易上所能带来的本质利益。消费者对网络服务的提供者要求的不仅仅仅是提供物品本身,还需要在购买的经过中有附加价值。然而不同的网络促销方式,在消费者的认知需求与个人特质差异下,带来的感悟价值大不一样,也因而影响促销效果,所以业者应该对此作深切进入的研究。以往,从促销角度去研究网络促销和消费者之间的关系,不管是传统促销理论还是网络促销,更多注重的是怎样剌激消费者的购买行为,到达购买量的增加,可是真正关心消费者从促销经过中所获得利益、以及各种不同的心理感受的却少之又少,所以本研究旨在说明在不同的促销手段下,消费者对促销方式的认同以及对本身能够获得的价值的认知,进而确定该种促销方式能否适宜。消费者的感悟价值与多种因素相关,本研究所选取的网络促销方式分别为:折价促销、试用、赠品、抽奖、竞赛和会员集点。在研究的经过中发现,曾经使用网络促销方式中以折价促销最多,到达了53%,故本研究抽取折价促销进行研究,分析其对消费者感悟价值的影响,探求怎样更好地吸引消费者介入使用,进而能给从业者和研究者提供参考和建议。消费者感悟价值的方式有多种,国内外学者在研究的经过中也有不同的看法,本研究根据以往的研究成果,把消费者感悟价值分为:节省、质量、便利、价值传达、娱乐和探寻求索六个方面。在网络促销经过中,能对消费者感悟价值起影响的有多种因素,除了促销方式以外,诸如不同的认知需求和人口统计变量也会影响到消费者对所能获得价值的感悟。可是以往对促销效果的分析都基本比拟笼统,重点是看企业的销售业绩能否提高。而在卖方市场逐步向买方市场逐步转化的经过中,企业想要吸引消费者越来越困难,那就非常有必要把消费者的感悟价值细化,做深切进入的研究。本研究进一步分析网络折价促销方式对不同的感悟价值的影响,通过数据分析,并开掘构成数据结果的原因,我们发如今网上购物很大的不确定性,让消费者愈加注重对节省利益的追求,而竞争的加剧和网络经营的低成本都使商家有条件进行折价促销;可是折价促销却会对消费者在质量上的认可造成影响,并会伤害到产品的品牌和形象;折价促销会方便消费者的空间和时间选择,让消费者选择和购买商品时愈加的容易;在价值传达上,折价促销让消费者愈加的直观化,即不会引起消费者的反感,还会争得对等价交换的认同;人是群居的动物,所以在娱乐利益上,折价无论是在集群还是在沟通的层面都能提供应消费者很多的积极因素,一样起着正向相关的作用;最后,折价促销能够充分调动网络消费者对好奇和成功的探寻求索利益的追求。即折价促销对消费者的节省、便利、价值传达、娱乐和探寻求索有正向影响,而对质量却有着负面的影响。本研究讨论网络折价促销对消费者感悟价值的影响,以促销理论、消费者行为理论与认知需求理论为基础,从消费者心理层面与业者促销策略为分析起点,通过问卷调查与数据分析,进行促销类型的区隔与效果比拟,以便说明怎样在网络促销的效果和促销方式之间选择,为将来学术及产业领域的研究与应用提供参考。本文关键词语:网络折价促销;消费者感悟价值;认知需求AbtractWiththedevelopmentofnetworkeconomyrapidinChinaduringrecenttenyears,theonlinetradingsystemisbecomingtobemature,thefocusofconsumershasbeenmovingfromtheaspectofsystemservicesinthepasttothesubstantialbenefitsbroughtbyInternettransactions.Consumersdemandsfornetworkservicesuppliersarenotonlyhecanprovidethegoods,butalsoitmusthaveaddedvalueintheprocessofpurchase.Differentwaysofnetworkpromotion,however,becauseofthecognitiveneedsanddifferentpersonalitiesofconsumers,theperceivedvalueisverydifferent,andthuspromotioneffectinfluences,hepast,studytherelationshipbetweennetworkpromotionandconsumerfromtheangleofpromotion,thetraditionalmarketingtheoryandnetworkpromotion,theyfocusmoreonhowtostimulateconsumerbuyingbehavior,toincreasethequantityofpurchases.Butcaringaboutprofitenjoyedbyconsumersfromsalespromotionprocess,aswellasavarietyofdifferentpsychologicalfeelingsarefewandfarbetween,sothisstudyistoclarifytheconsumeridentityofpromotionsunderdifferentpromotionmethods,andthecognitionofthevaluetheygained,soastodeterminewhetherthiskindofpromotionisappropriate.Theprocessofresearch,thispaperfoundthattheperceivedvalueandconsumerrelatedtomanyfactors,networkpromotionmodeselectedinthisstudyareasfollows:discountpromotion,probation,gifts,sweepstakes,contestsandmembershipsetpoint.Foundinthecourseofthestudy,wastheuseofnetworkpromotionwaytodiscountpromotionmost,reached53%,thisstudyselecteddiscountpromotionastudyfactors;analysisofitsimpactonconsumers1perceivedvalue;toexplorehowtobetterattractconsumerstoparticipateintheuse,thuscangivepractitionersandresearcherstoprovidereferenceandsuggestion.Thereareavarietyofconsumerperceivedvalue,domesticandforeignscholarshavedifferentopinionsintheprocessofresearch,thisstudybasedonpreviousresearchresults,theconsumerperceivedvaluecanbedividedinto:save,quality,convenience,valuecommunication,entertainmentandexploresixaspects.Inthenetworkpromotionprocess,therearemanyfactorsthatcaninfluenceonconsumersperceivedvalueofpromotion,inadditiontooutside,suchasdifferentcognitivedemandanddemographicvariableswillaffecttheconsumercanobtainthevalueperception.Butintheanalysisofthepromotioneffectofthebasicgeneral,thekeyistolookatwhetherthecompanysalesincrease.Whiletheprocessinasellersmarkettoabuyersmarketgraduallygraduallytransformed,enterprisesincreasinglydifficulttoattractconsumers,itisnecessarytorefinetheperceivedvalueofconsumers,doin-depthresearch.Onthisbasis,furtherstudyoftheinfluenceofnetworkdiscountpromotionwaytodifferentperceivedvalue,throughtheanalysisofthedata,andexplorethereasonsfortheformationofthedata,wefoundthathasalotofuncertaintyintheonlinepurchase,consumerspaymoreattentiontosaveinterestpursuit,andaggravateandnetworkmanagementlowcostcompetitionallthebusinessconditionsfordiscountpromotion;butthediscountpromotionwillaffectconsumeracceptanceinquality,andwillhurtthebrandandproductimage;discountpromotionwillfacilitateconsumerchoiceofspaceandtime,toallowconsumerstochooseandbuygoodsmoreeasily;incommunicatingvalue,discountpromotionletconsumersmoreintuitive,thatwillnotcauseresentmentamongconsumers,butalsofortheexchangeofequalvalueidentity;manisasocialanimal,sointheentertainmentinterest,discountbothpositivefactorsintheclusterortheAClevelcanbeprovidedtoconsumersasmuch,playsapositiveroleinrelated;discountpromotion,canfullymobilizethenetworkconsumerdemandforthepursuitofcuriosityandsuccessfulexplorationbenefit.Thediscountpromotionstoconsumerssaving,convenience,valuecommunication,entertairimentandresearchhasapositiveeffectonquality,andhasanegativeeffecton.Thisstudyexploretheinfluenceofnetworkpromotionwaystoconsumers1perceivedvalue,basedonthepromotiontheory,consumerbehaviortheoryandthetheoryofcognitivedemand,andthebeginningofanalysisisfromconsumerspsychologicallev