| 高端白酒购买者感知价值研究和应用 |
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| 引用本文： | 黄菊,李蔚,杜思远.高端白酒购买者感知价值研究和应用[J].海南大学学报(人文社会科学版),2011,29(6):82-86. |
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| 作者姓名： | 黄菊 李蔚 杜思远 |
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| 作者单位： | 1. 四川大学工商管理学院,四川成都610064;重庆工商大学电子商务及供应链系统重庆市重点实验室,重庆400067
2. 四川大学工商管理学院,四川成都,610064 |
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| 摘 要： | 回顾了消费者感知价值和奢侈品感知价值的研究成果，采用市场调查和因子分析的方法，对高端白酒购买者感知价值进行研究，将购买者价值感知分为社会性维度和个人性维度，共得到6个感知价值的主成份，并提出购买者感知价值在市场营销策略中的应用。
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| 关 键 词： | 高端酒产品 感知价值 因子分析 聚类分析 |
Research and Application of Purchaser' s Perceived Value for High-End Chinese Liquors |
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| HUANG Ju,LI Wei,DU Si-yuan.Research and Application of Purchaser' s Perceived Value for High-End Chinese Liquors[J].Humanities & Social Sciences Journal of Hainan University,2011,29(6):82-86. |
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| Authors: | HUANG Ju LI Wei DU Si-yuan |
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| Institution: | 1(1.Business School,Sichuan University,Chengdu 610064,China;2.Key Laboratory of E-commerce and Supply Chain System in Chongqing,Chongqing Technology and Business University,Chongqing 400067,China) |
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| Abstract: | On reviewing the research fruits of consumers’ perceived value and perceived value of luxury goods,this paper researches the high-end Chinese liquor buyers’ perceived value through questionnaire of market research and factor analysis,and then,by classifying purchaser’s perceived value into social dimensions and personal dimensions,achieves six main components.Purchasers’ perceived value has also been proposed to be applied into marketing strategy in this paper. |
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| Keywords: | high-end liquor product perceived value factor analysis cluster analysis |
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