基于顾客参与的顾客感知价值管理策略研究

在当前体验经济时代，顾客的适度和有效参与可以增强顾客对产品（服务）的价值感知，降低顾客对产品（服务）质量的风险感知，减少产品（服务）获取成本，可以给顾客带来体验价值、关系价值、学习价值和心理利益价值等。基于顾客参与与顾客感知价值之间的关系，提出了顾客感知价值管理策略：让顾客参与企业的经营活动，共创价值；建立顾客选择机制，鼓励顾客参与；设计顾客参与导向的业务流程，重视技术革新；建立顾客参与的回报机制；通过顾客参与，缩小企业和顾客的价值认知差距；建立和完善顾客参与的服务补救机制。

Managerial strategies of customer perceived value based on customer participation

In this era of experience economy, appropriate and effective customer participation can raise customers＇ perceived value of product （service）, reduce customers＇ perceived risk of product （service） quality, reduce product （service） acquisition cost, and bring customers experience value, rela- tionship value, learning value, and psychological benefits value. Based on the relationship between customer participation and perceived value, this article puts forward the managerial strategies for cus- tomer perceived value which include., allowing customers to participate in business activities and create value altogether, establishing a customer choice mechanism to encourage customers to participate, de- signing customer-oriented business processes, attaching importance to technological innovation, introducing rewards for customer participation, narrowing the perceived gap of customers through the cus- tomer participation, and constructing and improving service remedial mechanisms of customer participation.