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当今女性具有很强的品牌意识,注重品质消费,自主消费意识强,目标性消费突出,同时,由于生活高水平不断提高,追求高品质的生活屡见不鲜。顾客感知价值的核心是感知利益(Perceived Benefits)与感知付出(Perceived Sacrifices)之间的权衡。提高顾客感知价值,有利于建立顾客对品牌的忠诚度,有利于增强产品质量对顾客的吸引力,还能增强顾客购买产品的重复性。在现有的顾客感知价值的理论的基础上,分析了中档女装顾客消费过程中感知价值的构成因素和主要影响因子,并且对顾客感知价值的提高提出了一些建议,以便于中档女装品牌的提升。
Today’s women have strong brand awareness, focus on quality of consumption, strong sense of independent consumption, targeted consumption outstanding, the same time, due to the continuous improvement of the high standard of living, the pursuit of high quality of life is not uncommon. At the core of customer perceived value is the trade-off between Perceived Benefits and Perceived Sacrifices. Improve customer perceived value, is conducive to the establishment of customer loyalty to the brand, is conducive to enhancing product quality appeal to customers, but also enhance the customer repeat the purchase of the product. Based on the existing customer perceived value theory, this paper analyzes the components and main influencing factors of perceived value of mid-range ladies ’customer spending, and puts forward some suggestions on how to enhance the perceived value of mid-range ladies in order to facilitate the upgrading of mid-range ladies’ brand .