Customer Value Proposition And Customer Satisfaction Theory In The Field Of Internet Travel

Today,The Internet industry of China has developed to the world's leading level,especially the sharing economy and the wave of online payment have brought mobile interconnection to all aspects of people's lives,food,clothing,housing and transportation.Consumers are no longer just customers,but more often users.Driven by such a market background,customer value,customer expectation and perception have changed to varying degrees.What kind of products and services are recognized by customers? Is the link that the customer cares about is the place where the enterprise invests the main energy? Why do customers choose this platform instead of that platform? Why did the money burn to subsidize the profit,but the customer still has no stickiness? In recent years,such as fresh home,travel services and other fields have gradually become an important pillar of our people's livelihood,more and more Internet service enterprises grow and grow and obtain national license support.Therefore,it is of great significance to apply the theory of customer value proposition to the research of products and services in the field of Internet travel.This paper combs the domestic and foreign research and application results of customer value proposition theory,selects several important models used to optimize products and services in this theory,and takes Didi Chuxing as an example to carry out empirical analysis.Through the questionnaire survey,996 Didi user sample attribute data and the importance and satisfaction evaluation data of Didi's product function and service were obtained.Using the theory of value proposition and satisfaction,this paper analyzes the data in many aspects through statistical analysis,and obtains the evaluation system model of Didi customer value proposition.The importance of the functional services included in the subdivision of Internet travel is analyzed.At the same time,the scores of expected value and perceived value of Didi users are compared and analyzed,and the difference results between expectation and perception and the distribution of each element in the difference matrix are obtained.Based on the analysis results,this paper puts forward some suggestions to improve user satisfaction and the management of enterprises in the field of Internet travel in product scheme,competition strategy,marketing core and so on.Finally,the future of the Internet travel industry and consumer upgrading is put forward.The only way for an enterprise to ride the waves of the ever-changing Red Sea of competition is to continuously excavate the core value proposition of its users,continuously improve the value management of its products and services from the perspective of users,and continuously promote the perception value of managers and employees to be consistent with users.