The Research Of Midrange Female Garment Customer Perceived Value

With the accelerating market competition, customer perceived value have been attracted a lot of attention as a new source of competing superiority. In the study, more and more scholars found that enterprises should gain a competitive advantage, They must look at their products and services from the perspective of customers. This value is not determined by the enterprises, but by the customer perception, that is, customers perceived value. However, most of the studies, customer perceived value have not been integrated with trades or businesses. Meanwhile, with the competition between the garment companies becoming more furious, more and more companies have learned about the importance of the customer-oriented marketing conception. This thesis considers the characteristics of the midrange female garment industry, and finds the factors of impacting on customer perception value by empirical study. According to these factors midrange female garment companies can formulate the appropriate marketing strategy to improve customer perceived value.Firstly, the thesis reviewed and summed up the customer perceived value theory through literature research; Secondly, based on individual interviews and surveys, to explore the elements of impacting of midrange female garment customer perceived value; Thirdly, got a rank order structure of the driven customer perceived value factors by empirical study, the main seven factors which affected the customer perceived value in the structure were named as: severance, price, society attribute, product internal characteristic, advertising, brand reputation and product external characteristic factor; Finally, According to these great seven significant factors of perceived value proposed corresponding marketing strategies of midrange female garment enterprises. The research of marketing strategies includes product strategy, price strategy and promotion strategy.