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在当今社会,随着互联网技术的飞速发展,越来越多的消费者开始由传统的实体店购物转向网上购物,电子商务逐步兴起并发展壮大起来。B2C电子商务模式的发展如火如荼,对于B2C电商企业来说如何留住有价值的老顾客,不断提升顾客的感知价值已经成为了一个迫在眉睫需要解决的重要课题。本文首先回顾了国内外针对顾客感知价值的文献研究,然后在我国B2C电商企业的发展环境下的顾客感知价值进行了分析,并就相关企业顾客感知价值的提升给出一些浅见。
In today’s society, with the rapid development of Internet technology, more and more consumers have begun to shift from traditional physical store shopping to online shopping. E-commerce has gradually emerged and developed. The development of B2C e-commerce model is in full swing. For B2C e-commerce companies, how to retain valuable old customers and continuously enhance the perceived value of customers has become an important issue that needs to be resolved urgently. This article first reviews the literature research on customer perceived value at home and abroad, then analyzes the customer perceived value under the development environment of China’s B2C e-commerce company, and gives some insights on the perceived value of customer related companies.