C2c E-commerce Platform, Customer Perceived Value

In the past few years, the e-commerce of China has been developing unprecedentedly at a rapid speed, which not only changes our traditional producing ways but impresses deeply on the adjustment of the economic structure. During the operating mode, C2C mode gradually shows stronger developing potential due to its user of strong participation and flexibility. Among which, customer is the important resource from which e-commerce platform obtains corporate profits and competition advantages. The key to success of C2C mode lies in analyzing the personal needs of customers and effectively managing customer relationship so as to improve satisfaction and increase loyalty of customers. Furthermore, effective customer perceived value analysis is also an vital way of improving customer satisfaction, and accurately understanding the different customers' needs is the premise and key to the effective management of Customer Perceived Value Analysis.This dissertation introduces the research status of theories on Customer Perceived Value Analysis and proposes the research purpose and contents. Afterward Customer Value, Customer Perceived Value, basic theory of C2C e-commerce platform have been carried out in detail. Basing on which, in two dimensions of perceived gain and perceived pay, evaluation customer perceived value index system has been established for C2Ce-commerce platform. Finally empirical study on corporate customer perceived value has been developed and quantitative study on customer perceived value results to accurate understanding of customers', which effectively transforms enterprise resource into customer perceived value at maximum so as to improve satisfaction and increase loyalty of customers', thus strengthen the core competence.