The Study Of Large Retail Enterprise Customer Value Key Driving Factors And Promotion Strategy

After the China enter the WTO, economic strength becomes more and more strong. Our country's retail industry scale has greatly development. According to the National Bureau of Statistics, Our country's social consumer goods of total retail industrial achieve￥181226billion in2011which increased17.1%compared with the same period last year (Adjusted for inflation and other factors the actual growth16.1%). Although it is rapidly develop,it is also facing fierce competition situation.The retail businesses faces the competition of domestic and international. According to the value chain theory of Porter, Retailers want to win customers and increase their market shares.They must be consider the view of customer and provide them with more value. So as to improve customer satisfaction improve customer loyalty and win in the competition. Then, the retail business can win in the competition. How can they maintain a competition advantage? What is the source of competitive advantage? Firstly,we must understand customer value connotation and clear large retail enterprise customer value.Secondly, we research indirectly information, in-depth interviews and questionnaires to obtain useful information. Then we can analysis the factors which large retail enterprise customer value elements. In the guidance of Woodruff customer value hierarchy model, using factor analysis method obtains five key driving factor. Finally, the factor variables are normalized by us. We can obtain the relative weights of the each factors of retail enterprise, and we can ultimately develop a strategy to enhance the retail customer value.Figure:[six] table:[nineteen] reference:[seventy]...