Research On The Evaluation Index System Of Shangpinzhaipei Enterprise’s Consumer Purchasing Decision Behavior

With the increase of per capita disposable income and consumption level in China,residential services will become the mainstream consumption trend in the future in 2020.Although house customization enterprise had 40% growth rate of operating revenue in the same period,there are still issues with low concentration of certain industries and lack of leading enterprise and so on.This paper takes Shangpinzhaipei enterprise--whole house customization enterprise as an example and aims at constructing the purchase decision index system of house customization enterprise consumers and proposing the marketing strategy to improve the purchase transaction rate of consumers,so that enterprise can obtain long-term market competitiveness.Through literature review and investigation of Shangpinzhaipei enterprise,it finds and identifies the influencing factors of consumer decision-making behavior.Through in-depth interviews and literature review,the influence factors of the consumer decision-making behavior are analyzed qualitatively.Through quantitative research,the influence factors of the consumer decision-making behavior are analyzed quantitatively.It finds out the influence degree of the influence factors.Finally it constructs index system for Shangpinzhaipei enterprise consumer’s decision-making behavior and puts forward policy proposals.The main conclusions of this paper are as follows:First,the four dimensions of consumer perceived value,functional value,emotional value,service value and brand value and customer satisfaction has significant positive influence.The four dimensions of customer satisfaction,function satisfaction,emotional satisfaction,service satisfaction and brand satisfaction and consumer decision-making behavior has a significant positive impactSecond,Shangpinzhaipei enterprise should improve their marketing strategies in improving product function,service quality,brand building and emotional satisfaction.In terms of improving functional satisfaction,Shangpinzhaipei enterprise should not only dig into product functions,but also increase marketing channels to enhance consumers’ perception of opportunities,and pay attention to the combination of functional value perception and other value perception.In terms of improving service satisfaction,Shangpinzhaipei enterprise,in particular,should have a full-link and full-chain service concept,pay attention to service details,improve service quality,and throughout the whole chain: before sale,sale and after sale,in order to occupy more advantageous position in the hands of the competition.In terms of improving brand satisfaction,Shangpinzhaipei enterprise should start from three aspects of improving corporate image,product image and social responsibility image.In terms of improving emotional satisfaction,Shangpinzhaipei enterprise should take consumers’ personal emotional differences and needs as the core of their brand marketing strategies,and achieve their business objectives through emotional communication,emotional promotion,emotional advertising,emotional design and other strategies.