B2C电子商务环境顾客感知价值研究

互联网的应用普及,改变了人们传统的购物模式。这种新兴的经济环境,迫使企业为了寻求新的竞争优势,不得不把目光投向了企业的外部顾客。在当今B2C电子商务模式迅猛发展的形势下,对顾客感知价值及其内涵的研究就显得尤为重要,它有助于B2C电子商务企业找到提升顾客感知价值的途径。文章首先回顾了国内外有关顾客感知价值的文献研究,然后结合我国电子商务的发展环境,对B2C环境下的顾客感知价值进行了分析,并就企业提升顾客的感知价值给出一些浅见。

Research on Customer-perceived-value in B2C E-commerce Environment

The popular application of the Internet has changed people＇s traditional shopping mode. This emerging economic environment forces companies who are seeking new competitive advantages to turn their sight to the outside of the company-their customers. Under the current situation of the rapid development of B2C e-commerce, it is most important to study on the customer-perceived-value and its connotation, so as to help B2C e- commerce enterprises to find approach to upgrade customer-perceived-value. This paper first reviews relevant domestic and foreign literature research on customer-perceived-value, then analyzes the customer-perceived-value in B2C environment combining with our country＇ s actual situation, and finally gives some basic suggestions to enterprises on how to promote customer-oerceived-value.