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论文编号：	9012
作者编号：	1120105042
上传时间：	2016/12/18 23:28:36
中文题目：	基于消费者感知价值及顾客购买行为的人格测评服务的客户满意度研究——以皮纹检测为例
英文题目：	Customer Satisfaction Based on Customer Perceived Value and Customer''s Purchase Behavior: A Case Study of Dermatoglyphics
指导老师：	李桂华
中文关键字：	教育产品、顾客感知价值、顾客购买行为、顾客满意、皮纹测试
英文关键字：	Education Products；Customer Perceived Value；Customer Purchase Behavior；Customer Satisfaction；Dermatoglyph Test
中文摘要：	对于工商业界来说，消费者感知价值和顾客购买行为这些概 念都并不陌生。伴随着市场经济而来的市场营销理论、消费者购买理论等学说 逐渐进入我国的学术界。但是将这些理论运用到教育行业却是近些年才开始有 的热潮。自改革开放以来，中国逐渐走向开放、建立社会主义市场经济体制， 短短近四十年的时间，中国的经济取得了飞速的发展，各行各业都不断打破传 统的模式，探索新的发展轨道。教育行业也是其中之一。中国作为文明古国， 教育这一行业有着悠久的历史和重要的社会地位。但也正因为历史的沉淀较 多，牵扯着过多的社会和政治神经，所以教育行业的改革进行得比其他行业更 为缓慢。在市场化的过程中阻力不断，波折也不断。当前中国的教育市场在全 球化冲击下，已进入一个高度竞争的时代。越来越多的教育企业、培训机构都 急需找出教育对象最关注的价值领域，而不仅仅是传统的教育培训方式。如何 提高消费者的满意度，怎样营销方式更为有效等等，这一系列问题都成为了当 今教育企业、培训机构最关切的热点。 本研究从感知价值、顾客购买行为、教育方面、人格测评工具等方面对国 内外的研究成果进行了梳理。具体而言，首先从消费者感知价值的定义出发， 分析了消费者感知价值的驱动因素，强调了企业要从消费者的感知价值出发， 考量产品的各个因素以适应消费者；接着，对顾客购买行为理论和消费者行为 模式加以分析和研究，并探究了适应中国消费者的购买行为模式及其阶段特 点。再次，分析了处于“十三五”计划下的国内教育发展的大环境和教育市场 现状及教育商品相关理论。最后，从人才测评的涵义入手，分析了人才测评工 具及其分类、皮纹测评的研究及其应用现状。 本研究致力于探究教育产品与顾客感知价值、购买行为之间的关系。以 A 公司的皮纹产品为例，探究 A 公司皮纹产品的销售情况与销售模式。主要通过 发放问卷并回收问卷进行数据分析来验证本研究的一系列假设，从而探索教育 行业有效的营销模式。
英文摘要：	For the business community, consumer perceived value and customer purchasing behavior of these concepts is not strange. Along with market economy of the theory of marketing theory, and the theory of consumers to buy into the academic circles of our country. But the theory is applied to the education industry in recent years began to boom. Since reform and opening up, China gradually towards opening, establishing the socialist market economic system, a short span of nearly forty years, China's economy has achieved rapid development, from all walks of life are constantly breaking the traditional model, to explore new development track. Education industry is one of them. As the ancient civilizations, China education industry has a long history and important social status. But also because of historical precipitation, more engaged in social and political nerve too much, so the reform of the education industry going more slowly than other industry. Resistance in the process of market-oriented, twists and turns are also constantly. The current under the impact of globalization, China's education market has entered a highly competitive era. More and more education enterprises and training institutions need to find the object of education is the most focus on the value of the field, not just the traditional mode of education and training. How to improve the satisfaction of consumer, how to more effective marketing methods, and so on, this a series of problems has become the hot spot in today's education enterprise, training institutions, the most concern. This research from the aspects of perceived value, customer purchasing behavior, education, personality assessment tools of generalizes the research achievements at home and abroad. Specifically, first of all, starting from the meaning of customer perceived value, analyzed the consumer perceived value driving factors, emphasize the enterprise should start from consumers' perceived value, consider the product of each factor to adapt to the consumer; Then, for customers to purchase behavior theory and consumer behavior model to analysis and research, and to explore the patterns to adapt to the Chinese consumers' purchasing behavior and phase characteristics. Again, this paper analyzes the domestic education under "much starker choices-and graver consequences-in planning environment and the development of the education market status and education related theory. Finally, from the connotation of talent evaluation, analyzes the talent assessment tools and its classification, dermatoglyph evaluation research and application status. This study is committed to explore education products and the relationship between the customer perceived value and purchasing behavior. Leather products of company A, for example, to explore A leather products of the company's sales and sales model. Mainly through questionnaires and recycling questionnaire for data analysis to verify this study, a series of assumptions, effective marketing model to explore the education industry.
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