Font Size: a A A

Analysis Of Strategic Rules Based On Customer Behavior

Posted on:2003-06-12Degree:DoctorType:Dissertation
Country:ChinaCandidate:X F YiFull Text:PDF
GTID:1116360092970780Subject:Management Science and Engineering
Abstract/Summary:PDF Full Text Request
As China having been a member of WTO,China companies face more keen competition than ever. In the field of strategic management,foreign companies are not only perfecting their theories,but also accumulating the experience of implementing. That benefits those companies when competing in China. However,China companies should pay more attention to how to survive in the changing environment yet. In the searching of surviving way,China companies also need behavior guide to solve the "Do what" and "How to do" problems. The latter is the basic question the dissertation will answer.The dissertation is made up of three parts,ten chapters totally.At Preface,author summaries the strategic management theories and explains the gap between theories and practices. And with the questionnaire on about 80 companies,author explains current images on strategic management from China managers and their behavior guiding needs.The first chapter supplements and expands the strategic system by adding a new part - Rules. Rules that are the behavior abstract of strategy can value the emerging opportunities and threats,and direct people to respond. Rules,mission and goal make up the strategic implementing system. After adopting Rules as the behavior guides,author analyzes the questionnaire results to explain what kinds of behavior guides China companies need right now,in other words to find out which kinds of rules should be considered first.The second and third chapters focus on General Action-Profit Linkage Model. It explores the standards of right behaviors,and choosing "Profit" as the simple standard finally. After analyzing the four common Action-Profit Linkages:Profit Impact on Market Strategy,Service-Profit Chain,Balance-scored Card and Customer Profit,author brings forward General Action-Profit Linkage Model. In the third chapter,author first analyzes the indices of customer behaviors. Author thinks that there is the phenomenon of behavior deviating from attitude when using Satisfaction as index;if using Loyalty as index,author thinks there isn't unified definition and the social meaning of the word is different from the business practice. Because of that,author put forward three customer behaviors companies should pay attention to,which are the buying of customer new to market,repeat purchase and referral. After having chosen customer behavior indices,author goes on discussing the evolution of marketing management. Based on the discussion,author suggests four direction of further rules analysis:Product-Customer,Promotion,Pricing and Place. Combining customer behavior,company behavior and GAPL,author suggests Expand Action-Profit Linkage Model (EAPL) at the end of the third chapter.Based on the question of EAPL addressed in the third chapter,there will discuss the relative rules from the forth chapter to the eighth chapter.The rules of customer front-end management are discussed in the forth chapter. At the beginning,author talks about companies should choose the right customer. The rule first discussed is how to use value and need-based model to create customer loyalty behaviors. Author also explains the different level of customer loyalty behaviors with the changes of time and environment,and the inter-factors are value and needs. After choosing the target customers,companies need to provide product and service to meet customers' unique needs. That depends on relative product and service strategy to implement the task and requires meeting both company cost needs and customer function needs,in the forth chapter,author discusses the elements of product platform and uses the information technology case for reference to address the special requirements under fast changing environment,which are core technology (competence),patching,technology (corporation) alliance,friendly user interface and meeting customers' needs.The fifth chapter first discusses the elements considered by customer new to market. Based on the results,author suggests in order to attract customers companies should follow the listed rules:1) pr...
Keywords/Search Tags:Strategic Rules, Customer Behavior, Action-Profit Linkage Model Choosing Customer, Product Platform, Dynamic Pricing, Behavior Constraints, Loyalty Program
PDF Full Text Request
Related items