Flowers Customer Perceived Value

Recently, 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 flower 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 flower industry, and finds the factors of impacting on customer perception value by an empirical study. According to these factors, the flower companies can formulate the appropriate marketing strategy to improve customer perceived value.Firstly,the thesis reviews and summaries up the customer perceived value theory through the literature research; secondly, bases on individual interviews and surveys, to explore the elements of impacting of flower customer perceived value; thirdly, gets a rank order structure of the driven customer perceived value factors by the empirical study, the main six factors which affect the customer perceived value in the structure are named as: product characteristic, AD-price, service, emotion, society attribute and brand reputation factor; fourthly, with demographic analysis and variance analysis, find out that customer perceived value is a subjective construct that varies with customers and at different times. Through the regression analysis to determine the structural relationship between customers perceived value and customer satisfaction, customer loyalty. Next, the paper classes the 32 ingredients which compose the customer perceived value in to four categories, put forward the policies and methods of these ingredients management. Finally, combining the actual situation and the results of the empirical research, according to the segregated six significant factors and the 32 ingredients of perceived value, and according the results of this research, this paper proposes corresponding marketing business inspiration to flower enterprises, mainly from the market, products, culture, and so on.