Research On The Customer Value Of SUNING Under The New Retail Model

Customer perceived value is the motive to generate client trust and customer satisfaction.The premise is to form consumer loyalty and repeat purchase,and an important source for enterprises to gain competitive advantage.With the advent of the new retail era,the research on customer perceived value by domestic and foreign scholars in the past is no longer applicable to modern retail.This study attempts to build a new retail mode to make an objective evaluation of the customer perceived value model of quantitative research and Suning.com as the object of empirical analysis of the research model,on the one hand,hope that through this research to the lack of customer perceived value for the present new retail to supplement the deficiency of the research,on the other hand through the Suning.com customer perceived value analysis to put forward suggestions for the improvement of customer perceived value for the new retail enterprise.Through the mathematical analysis of the related literature on new retail mode,customer perceived value and customer perceived value measurement,this study puts forward the basic elements of customer perceived value in this paper: product,service,online and offline experience and perceived risk.Furthermore,the model of customer perceived value is established through further research.Then draw lessons from existing research results,through interviews and expert scoring method,the IPA analysis theory and method,a variety of disciplines such as to establish the analysis model of customer perceived value evaluation,finally through the Suning.com and customer perceived value meet the evaluation of the overall situation,using the IPA analysis of each specific evaluation index factors of customer perceived value,points out the shortcomings of Suning.com couple of aspects,and puts forward Suggestions for improvement.The main research results of this paper are: firstly,proposed the model of the factors influencing customer perceived value in the new retail model;secondly,calculated the weight of each influencing factor of customer perceived value scientifically;thirdly,built a comprehensive evaluation model of customer perceived value based on the index weight of each factor influencing customer perceived value and the evaluation score of actual customer perceived value;fourthly,studied the customer perceived value of Suning.com,analyzed its problems in the process of realizing customer perceived value,and put forward corresponding countermeasures.This research extends previous studies on innovative retail and customer perceived value.Analysis of Suning.com can also provide certain reference value for other innovative retail enterprises.This study has certain limitations and can be further studied in the future.