消费者感知价值理论下皮具行业直播运营路径  

Live broadcast operation path of leather goods industry under the theory of consumer perceived value

作　　者：孙斐[1] SUN Fei(Shaanxi Railway Institute,Weinan 714000,China)

机构地区：[1]陕西铁路工程职业技术学院,陕西渭南714000

出　　处：《中国皮革》2021年第10期91-92,93,94,共4页China Leather

摘　　要：为促成皮具企业收益与消费者满意度双赢局面,分析了皮具营销现状,根据Kolter让渡价值理论,以及Woodruff满意度层次模型设计了16项调查问卷,通过SPSS分析软件归纳总结出四类响应消费者感知价值的因子,并进行性别、年龄差异分析,得出皮具直播运营的受众分布范围,为皮具的营销模式提出新思路。in order to promote the win-win situation between the profit of leather goods enterprises and the satisfaction of consumers,the current situation of leather goods marketing was analyzed.According to the Kolter transfer value theory and Woodruff satisfaction hierarchy model,16 questionnaires were designed.Four types of factors that respond to the perceived value of consumers were summarized by SPSS analysis software,and the gender and age differences were analyzed.The distribution range of the audience of the live broadcast operation of leather goods was obtained,and a new idea for the marketing model of leather goods was proposed.

关 键 词：皮具 直播营销 Kotler让渡价值 Woodruff层次模型 SPSS分析 

分 类 号：TS56[轻工技术与工程—皮革化学与工程]