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Research on Construction of Enterprise Competitive Advantage Based on Customer Value

Author: ZhaoYunFei
Tutor: GuoXinHua
School: Xiangtan University
Course: Business Administration
Keywords: Customer Value Competitive advantage Consumer behavior Customer Loyalty
CLC: F274
Type: Master's thesis
Year: 2008
Downloads: 111
Quote: 0
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Abstract


Increasingly blurred the boundaries between the globalization of the economy to enable enterprises , product homogeneity trends are becoming evident , the difference of the price and quality of the products are no longer the primary means of corporate profits , and thus the importance of the products and services gradually more than the product itself . The service also can be imitated and increasingly difficult to differentiate , companies will have the focus of competition shifted from product competition and service competition to the full range of more than a means of integration , to compete for the limited resources of the customer . Customer as the ultimate source of hard to replace the fundamental scarce resources and profit become the focus of a new round of competition . In this context , how to improve the operation and management of customer value competitive advantage to become the focus of attention by enterprises . In this paper, the use of a variety of analytical methods , the study based on the theory of competitive advantage and customer value , and build competitive advantage based on customer value . This paper first analyzes the theoretical relationship between customer value and competitive advantage , revealing the internal logic of customer value and competitive advantage . Second , analysis of customer value to the competitive advantage of the conversion path , this path of analysis into the analysis of customer behavior characteristics is one of the innovations of this study . Then build a competitive advantage based on customer value model , and pointed out that the essence of the overall management of customer value to build competitive advantage . On the basis of this understanding , the model of customer value management analysis, and proposed business processes relying on the whole process of customer value management framework , this framework from the analysis of customer value elements , innovative , integrated management elaborate strategy to build a competitive advantage based on customer value . Finally, the actual cases to build enterprise competitive advantage based on customer value model and customer value management framework specific applications are described .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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