The Realization Of Customer'S Ideal Value In Textile And Clothing Exhibition

When the service is displayed in the exhibition hall, the professional audience and exhibitors will form the expected value of service performance according to their own feelings and experience, so the customer expectation value is the basis for the professional spectators and exhibitors before purchasing the service. market The concept of the existing service products and the publicity of the organizers form their own expectations for the dimensions of the "full service product". In most cases, there is a gap between the expected value of the professional audience and the expected value of the exhibitors. At that time, the spectators and exhibitors have to make concessions or accept services between them.

We call this gap a concession gap. If the concession gap is small, it means that the chances for the organizers to win the professional audience and exhibitors are greater. The difference between the perceived benefits and costs perceived by professional spectators and exhibitors is perceived value. Professional audiences and exhibitors will compare and evaluate the value of their original expectations and actual perceived value. The satisfaction gap reflects the difference between them. When the actual perceived value is greater than the expected value, the satisfaction of professional spectators and exhibitors will be higher and even customers will be delighted.

From textile and clothing professional exhibition From the point of view of the organizers, in the early stage of business development, the value that the organizers intend to provide to the professional spectators and exhibitors is the intention value of the main operator, which stems from the perceptual knowledge of the organizers to the needs of the professional spectators and exhibitors, and is based on their strategies, capabilities and resources. Of course, this is just some vague ideas of the organizers. Through market research, the organizers try to integrate the intention value with the future users' preferences and ideals so as to create the services needed by professional spectators and exhibitors. However, generally speaking, there is a discrepancy between the value of intention and the value of professional audience and exhibitors. This difference reflects the inadequacy and asymmetry of the demand information of the organizers to the professional spectators and exhibitors, so that the organizers may focus their attention on the "wrong customers". The main reason for this gap is that the organizers have made mistakes in acquiring customer knowledge and information. One of the mistakes managers often make is to make sure that they know their needs before asking professional spectators and exhibitors.

After the business development process is completed, the service is put into the market. The organizer designs the business, marketing channel, price and promotion according to the value of intention, thus forming the design value. The gap between the design value and the original intention value of the organizer is called the design gap. The cause of this gap may be due to the lack of resources, which makes business development, channels, publicity, prices and services fail to achieve the desired value to a certain extent. It may also be the limitations of the technology itself and the poor interface communication between the production and sales departments of the sponsors, which is inconsistent with the intention value. It may also be due to the failure of the management to implement customer value orientation in the business design process. For example, management may simply understand the need for polite customers to require employees to be professional audiences. Exhibitor To say "hello" and "welcome to come", and for professional spectators and exhibitors, courtesy should also include sincere smiles, helpful manners and information or help. At this stage, when the design value of the sponsor is inconsistent with the expected value of the professional audience and exhibitors, it is possible that the sponsor's service product performance is indeed extraordinary, but the professional audience and exhibitors can not perceive it. At this time, the organizers should narrow the gap by enhancing cooperation and communication.