The Empirical Research On Individual Consumer's Demand Preference

In recent years, with the soaring demand of the domestic express delivery and the rapid development of the private express companies, a general layout of state-owned, private and overseas-funded enterprises competing against each other has emerged in China's express delivery market. Simultaneously, due to the low threshold and the improvable constitution of the industry, numerous express companies conduct a disordered competition. In face of such a tough situation, many express companies cut down their prices to contend for customers and occupy a larger market share. However, more and more domestic express companies come to realize that merely reducing the price can no longer contribute to a solid position in the market. Only to distinguish the express market by providing high-quality service according to the consumers' demand preference can they concentrate limited resources to hold advantages in specialized market divisions as well as meet various customers' needs, which results in a profitable and consolidating development for the company. On the ground of the above views, it is necessary to do research on consumers' demand preference.This article is organized with the main line of Theory-Methods- Application, centered with consumers' preferences to express service, providing qualitative and quantitative analysis. Firstly, combining the current express service characteristics with the present situation, the key attributes and level index are set. Furthermore, with conjoint analysis, the conceptual product about express service is generated and converted into questionnaire, with which do a research about personal express custom and collect the sample statistics. Then, this article has a utility analysis based on the consumers' appreciation of the conceptual express products, and figures out how much and how different attributes of express service affects consumers'preferences. Further, cluster different custom groups on the basis of how important the express service attributes to consumer. And then, find out the key factor that influences the customers' preference by logistic regression analysis. Finally, put forward the market strategy from "consumers' demand preference" and "the key influence factors".