消费者木地板购买决策的实证研究.doc

资料分类:管理学院 高级会员(乖,爱学习)提供原创毕业论文管理学院资料更新时间:2017-06-12
需要金币1000 个金币 资料包括:完整论文 下载论文
转换比率:金额 X 10=金币数量, 例100元=1000金币 论文字数:15011
折扣与优惠:团购最低可5折优惠 - 了解详情 论文格式:Word格式(*.doc)

摘要:自从1997年重庆成为直辖市以来,经过16年全市人民的共同努力,重庆的经济有了飞速的发展,衣食住行的观念也有很大的改观。消费者对于房子的刚需,也从另一方面促使装修市场变得活跃,而木地板作为装修的一个重要组成部分,木地板市场也变得尤为火热。以前的重庆市地面装饰大多为瓷砖,现在千家万户都安装了木地板,因此木地板市场的供求关系和消费者的消费观念也有很大的转变。然而重庆作为一个新腾飞的城市,在木地板产品顾客满意度的研究上还有很多不足之处,还没有形成一个成熟的顾客满意度模型和评判的标准。

   本文以重庆地区为范围,深呼吸地板为核心,分析了木地板产品顾客满意对于企业和顾客的重要意义后,提出了相关假设,构建了木地板产品顾客满意度试验模型,并且设计了木地板产品顾客满意度调查问卷,运用SPSS软件进行相关性分析,得出结论后发现,品牌知名度以及木地板质量(安全性)以及花色和产品服务(售前和售后)对影响客户购买决策有重要意义。本文最后,对以上影响顾客购买决策的因素提出了意见与建议,为木地板企业制定相关发展战略提供参考。

关键词:木地板 产品满意度 数学模型

 

ABSTRACT:In 1997,chongqing became a municipality directly under the central government,during this period of 16 years,the chongqing economy has a rapid development,also has a lot of food and clothing live line concept change. House just needs to make decoration market becomes active,also decorate material also is become by single variety, the floor of the decorative ceramic tile mostly before,now,families have installed wood floor,wood floor market supply and demand and consumer's consumption concept also has the very big change. However as a new boom city of chongqing,on the wood floor product customer satisfaction research there are still many deficiencies, has not yet formed a mature customer satisfaction model and evaluation standard.

   Taking chongqing region as the scope,deep breathing the floor as the core,the wood floor products were analyzed after the significance of customer satisfaction for both businesses and customers put forward some assumptions, build the wood floor product customer satisfaction model,and designed the wooden floor product customer satisfaction questionnaire,correlation analysis using SPSS software,the conclusion and found that brand awareness and quality of the wood floor (security) as well as specifications and product services (pre-sale and after-sale) has important significance to affect customer buying decision. In this paper,finally,to above factors that affect customer purchasing decisions made opinion and the suggestion,contribute to the enterprise develop strategy in the future.

Keywords:Wood flooring;  Product satisfaction;   Mathematical model

相关论文题目: