产品市场定位与消费者忠诚之间的关系——基于浙江产品市场势力调查问卷  

Relationship between Product Market Positioning and Consumer′s Loyalty: Based on Survey Questionnaire of Zhejiang Product Market Power

作　　者：池仁勇[1] 王晖[1] 

机构地区：[1]浙江工业大学经贸管理学院,杭州310023

出　　处：《技术经济》2012年第3期12-15,共4页Journal of Technology Economics

基　　金：国家自然科学基金项目"创新要素集聚方式;区域创新网路开放性与中小企业集群动态能力"(71173194)

摘　　要：以2011年浙江省商务厅向各地市县发放的浙江产品市场势力调查问卷为数据来源,以其中的119家浙江省内商业企业作为研究样本,对浙江产品的市场定位与消费者忠诚之间的关系进行了实证研究。结果表明:产品市场定位与消费者的行为忠诚相关,提高产品的市场定位有利于消费者产生购买企业产品的偏好,进而促使消费者实现实际的、持续的购买行为;产品市场定位的提升尤其对产品客单价、产品销量和销售额的提升有显著的促进作用。因此,浙江企业应积极投入人力、物力,提高其产品的市场定位,以提升消费者忠诚,进而实现企业在市场中的议价能力及市场竞争力的提高。Using the survey questionnaire of Zhejiang product market power issued by Department of Commerce of Zhejiang Province in 2011 as the data source,and taking the 119 merchandising enterprises in Zhejiang province as the research sample, this paper analyzes the relationship between product market positioning and consumerrs loyalty. The results show as follows：product market positioning is relevant to cvnsumer rs behavior loyalty;enhancing product market positioning is helpful to form consumer＇s preference,and realize actual and continuous buying behavior, especially promote per customer＇transaction, sale volume and sales significantly. Therefore, enterprises should invest in manpower and material resources actively and improve their product market positioning in order to increase consumer＇s loyalty and strengthen the bargaining power and boost the marketing competitiveness.

关 键 词：产品市场定位 消费者忠诚 议价能力 

分 类 号：F273.2[经济管理—企业管理]