The Study Of Customer Value's Constitution About Couch Potato Consumers

With the high speed development of the society, the living standard of people has been improved accordingly. Facing the intense market competition, how to seek and satisfy the different requirement of consumers has been the only way to win the market.The network communication techniques have become more and more popular, that makes the living of people much convenient and also makes Couch Potato become possible. Seldom going out, they frequently shop online for their basic requirement, even more to do their job at home and entertain themselves. This lifestyle has brought a huge emerging market. As far as the enterprise is concerned, how to adapt to the change and acquaint with this emerging market has become an important strategy.The article applies Customer Value and Consumption Values to analyze the core value which influences the consume behavior of Couch Potato consumers, also applies Lifestyle Theory to analyze the feature of their lifestyle and consumption pattern. At the same time, based on a large of data, the article applies the method of empirical research to study the component of Couch Potato consumers'customer value and analyze the internal diversity, which provides reference for enterprises and academia.The thesis is composed of six parts. The first part discussed the background and raised the question; The second part sorted out the research findings of relative documents to provide the theory support; The third part, through data collection and research, discriminated market to obtain the feature of Couch Potato consumers' requirement and impossible component, then structured the research model; The forth part defined the range of research objects, then distributed research indicator, at last,designed and sent out questionnaires; The fifth part inspected validity and reliability, then, through data collection and research, obtained common factors of Couch Potato consumers' customer value; The sixth part obtained the results and make management recommendations, besides, pointed out limitations and research directions.The dissertation discovered the common consumption values of Couch Potato consumers, including freedom, sense of belonging, at ease, science and technology, personal efficiency. The student group likes new product form and enthusiasm style. The BBS group pays attention to the life quantity. The researcher group pursuits the maximization of personal efficiency. The Shopping group is the most sensitive to consumption behavior. The game and Comic group prefers to show their personalities and enjoys themselves.Innovation of this paper is that summarizing the domestic Couch Potato consumers' basic conception and consumptive feature, then analyzing components of their customer value and exploring the internal differences of consumption values.