On Consumer Perceived Value of Digital Cameras' Brands:A Survey from Beijing Market

摘要

This paper analyzes the concept of perceived value, and designs a scale of perceived value for brand digital cameras. Researchers used scale to measure importance degree of the four aspects of the perceived value of digital cameras with a certain brand, that is functional value, emotional value, economic value and social value, and then a comparative analysis is implemented between national and foreign brands. From the analysis of results, there is a significant relationship between costume's partial demographic statistic variables with the importance of four aspects of perceived value. The difference of perceived value between national and foreign brands is mostly reflected in functional value and social value. The most efficient way to improve national brand digital camera's competitiveness is to develop core techniques independently and build up the dominance of national brand.