顾客感知价值是产生顾客信任和满意的内在驱动力，是形成顾客忠诚并促使顾 客重复购买的关键因素。企业能否为顾客提供高质量的感知价值决定了其能否在激 烈的市场竞争中取得优势。随着新零售时代的到来，过去国内外学者对于顾客感知 价值的研究已经不再适用于新零售。本研究尝试构建一种能对新零售模式下的顾客 感知价值做出客观评价的定量研究模型，并将苏宁易购作为此研究模型的实证分析 对象，一方面希望通过此研究能够对目前新零售缺乏顾客感知价值研究的不足进行 补充，另一方面通过对苏宁易购顾客感知价值的分析来为新零售企业提出提高顾客 感知价值的建议。 本研究通过对新零售模式、顾客感知价值、顾客感知价值测量等相关文献的梳 理分析，提出顾客感知价值的基础要素，产品、服务、线上线下体验和感知风险。 并通过进一步的研究确定了顾客感知价值影响因素的模型。随后借鉴已有的研究成 果，通过访谈法、专家打分法、IPA 分析法等理论和方法，构建了顾客感知价值评价 模型，最后通过对苏宁易购顾客感知价值满足情况做出客观的总体评价，利用 IPA 分析各个顾客感知价值的影响要素的具体评价，找出苏宁易购不足的方面，并以此 提出改进建议。 本文的主要研究成果有，第一，总结提出了新零售模式下顾客感知价值的影响 因素；第二，利用专家打分法计算出了各个顾客感知价值影响因素的权重；第三， 利用顾客感知价值指标的权重和实际顾客感知价值的评价分数建立了一个综合评价 模型；第四，对苏宁易购的顾客感知价值进行了研究，分析其在实现顾客感知价值 过程中存在的问题，并在此基础上提出了相应的提高顾客感知价值的对策。 本研究拓展了国内外学者对新零售和顾客感知价值的研究，对于苏宁易购的分 析也能够为其他新零售企业提供一定的参考价值。本研究具有一定的局限性，可以 在以后进行进一步的研究。 关键词 新零售；顾客感知价值；苏宁易购；顾客感知价值提升。III Abstract 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advent of the new retail era, the research on customer perceived value by domestic and foreign scholars in the past is no longer applicable to modern retail.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 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 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 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 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, analyzed its problems in the process of realizing customer perceived value, and put forward corresponding countermeasures.IV This research extends previous studies on innovative retail and customer perceived value. Analysis of Suning can also provide certain reference value for other innovative retail enterprises. This study has certain limitations and can be further studied in the future. Keywords New retail; Customer perceived value; Suning; Increase in customer perceived value.V 目 录 摘要................................................................................................................................... I Abstract ............................................................................................................................... III 目 录..................................................................................................................................V 第 1 章 绪 论.................................................................................................................. 1 1.1 研究背景和意义 ................................................................................................. 1 1.1.1 研究背景 .................................................................................................. 1 1.1.2 研究意义和目的 ...................................................................................... 1 1.2 研究内容 ............................................................................................................. 2 1.3 研究方法和技术路线 ......................................................................................... 3 1.3.1 研究方法 .................................................................................................. 3 1.3.2 技术路线 .................................................................................................. 3 第 2 章 文献综述.............................................................................................................. 5 2.1 新零售文献综述 ................................................................................................. 5 2.2 顾客感知价值文献综述 ..................................................................................... 6 2.2.1 关于顾客感知价值概念的研究 .............................................................. 6 2.2.2 关于顾客感知价值影响要素的研究 ...................................................... 6 2.2.3 关于顾客感知价值评价方法的研究 ...................................................... 8 第 3 章 新零售顾客感知价值评价体系........................................................................ 11 3.1 新零售顾客感知价值评价体系建立 ............................................................... 11 3.1.1 新零售顾客感知价值的层次模型 ........................................................ 11 3.1.2 新零售顾客感知价值的综合评价 ........................................................ 12 3.1.3 新零售顾客感知价值影响要素的重要性一满意度分析 .................... 12 3.2 新零售顾客感知价值影响要素的层次结构 ................................................... 13 3.2.1 新零售顾客感知价值影响要素的选择 ................................................ 13 3.2.2 新零售顾客感知价值影响要素的确定 ................................................ 14 3.3 新零售顾客感知价值的评价函数 ................................................................... 15 第 4 章 苏宁易购顾客感知价值评价............................................................................ 21 4.1 顾客感知价值影响要素的权重计算及分析 ................................................... 21 4.2 问卷设计与样本采集 ....................................................................................... 25 4.2.1 问卷设计 ................................................................................................ 25 4.2.2 样本采集 ................................................................................................ 25VI 4.3 问卷信度与效度分析 ....................................................................................... 25 4.3.