Research On Domestic Silk Consumption Market Based On Customer Perceived Value

China's silk products are more than 75% of export-oriented. It can be said that the development of silk industry relies heavily on the international market. But in recent years the international market so large and frequent fluctuations make the silk industry into a corner. In contrast, with the increased purchasing power of domestic consumers and the changing of consumer attitudes, prospects for the domestic silk market is vast, great development potential. Comparing the two kinds of market environment, the government and enterprises are aware of the importance and urgency of developing domestic silk market. But for long-term international silk market-oriented enterprises, they had to face domestic consumers who have different purchasing power, consumption idea and consumer demand with foreign consumers. Therefore, the development of the domestic market needs to start from the basis, that is, from understanding the silk consumering psychology of domestic consumers. So the paper chooses customer perceived value as the research perspective. Standing on the point of view of providing the strategic basis for the silk and laying the foundation for academic research, the paper will further study domestic consumers'demand characteristics, buying psychology,etc,and then distinguish different consumer groups.At the premise of without dividing the dimensions, this paper, combining the characteristics of silk products, identifies firstly the elements of customer perceived value about the silk products using factor analysis, and the research results show the eight elements,namely "quality", "service", "characteristics", "experience", "price", "appearance","attribute" and "reputation";considering the situation that there are differences in customer perceived value for different characteristics of consumers,the paper will use variance analysis to illustrate how different factors affect the customer perceived value. These factors include demographic characteristics, purchase experience, product range, purchase type and purchase purpose.Then.based on the identified driving factors, we divide the silk market into three parts using the cluster analysis, namely:"experience-oriented", "function-oriented" and "appearance-oriented";lastly,the paper proposes proposals of marketing for different customers with different characteristics.