云南特色农产品小粒咖啡网络营销顾客满意度模型构建与分析  

Construction and Evaluation on Customer Satisfaction Model for Yunnan Feature Agricultural Products Arabica Coffee on Network Marketing

作　　者：文兰[1] 赵璟[1] 

机构地区：[1]西南林业大学经济管理学院,云南昆明650224

出　　处：《现代农业科技》2014年第8期273-274,277,共3页Modern Agricultural Science and Technology

摘　　要：发展特色农产品网络营销是实现我国传统农业向现代农业转型和推动区域经济发展的创新途径。在激烈的市场竞争中,顾客满意度已成为衡量特色农产品网络经营者成功的关键因素。云南小粒咖啡在全国特色农产品资源中独树一帜,通过对小粒咖啡网络营销的实际调查分析,构建了一个适用于小粒咖啡网络营销的顾客满意度测评模型,并通过实证分析验证了模型的可行性。Developing of feature agricultural products on network marketing is the innovation way of transformation of China＇ s traditional agriculture to modem agriculture and promot the development of regional economy.In the fierce competition, customer satisfaction has become the key factor to measure the success of web businessmen.What＇s more,arabica coffee of Yunnan has become an independent school among other coffee in China, through analyzing the present situation of it on network marketing,this paper constructed forward a new evaluation model of customer satisfaction suitable for it, and the feasibility of the model had been verified through empirical analysis.

关 键 词：特色农产品 小粒咖啡 网络营销 品牌形象 顾客满意度 

分 类 号：F721.7[经济管理—产业经济] F713.16