Research On The Mechanism Of Creating Customer Value By Using Medium In Enterprise

With the continuous development of social economy and the more and more fierce state of market competition, customer demand tend to diversify, and theirs initiative to seek product information increase constantly, the contact source of product information has become more diverse. Under the context with multiple uncertainties, How to meet customer needs and create superior customer value has been a key issue for enterprise to develop sustainably. Today, with the increasing development of the information dissemination industry, many enterprises have realized the importance of the media in the marketing strategy. Research on the relationship between media use and customer value creation has become a common concern of scholars and business.Independent of its own good or bad, Media just depends on the selection of enterprise strategy to use media, that is, enterprise which choose proper media strategy can obtain obvious effect, conversely, enterprise which use unreasonable media strategy will gain little benefit and the opposite effect even. At present, in the marketing strategy practice, many problems still exist in the selection of media for enterprise marketing, mainly as: weak awareness of media use; no clear purpose of media use; unscientific media use and so on. The success or failure cases of the business cause us some concerns: In the high-speed development of the material economy and information technology, what changes about the customer value have taken place today? From breadth and depth, how many types of media does enterprise use? How does the relationship form between media use and customer value creation? How media play a promoting role to the creation of customer value? What media can create the most customer value? How does the enterprise deal with the media to create the most customer value? Study of these issues can help companies recognize the changed trend of today's customer value, learn about how to use the best forms of media to maximize customer value, and make appropriate media use policies for reference.Thus, this paper studies and discusses above these problems. This paper reviews the theory of the media use, theory of customer value and the research on customer value creation, combined with the current status of media development, construct a research framework system: the types of media use are divided into television, radio, newspapers, network, and customer value are divided into function value, emotional value, social value, based on the summary of the survey data, using AHP analytic hierarchy process, the paper construct a relational model between media use and customer value creation, thorough depth analysis of the role of the two, and probes into the mechanism between media use and customers value creation.Based on the above research framework, this paper uses a combination of qualitative and quantitative research methods, reveals the value of this research and gives guidance to the marketing strategy. The main contents of this research include the following sections. First, reviewed, analyze and sort out the interrelated theories and literatures. First of all, from the traditional media and online media, the media is classified as radio media, print media, outdoor media, online media, and the content and composition of these four media of are detailed respectively, and the status of the theoretical study of the media is listed. Then, with 4ps theory of Robert Lauteerborn, CPV theory of Moore, customer delivered value theory of p.m., customer value process theory of Ross, according to the current trend of research on customer value, we define the connotation and characteristics of customer value at large, which is divided into function value, emotional value, and social value. Meanwhile, based on the summary of a large number of study documents and modern trends in customer value, the dimensions of the three customer value is divided detail, among them, the functional elements of the customer value include product quality, price, service and technical; the emotional elements of the customer value include fashion, attribution, and cognitive; the social elements of the customer value elements contain symbol and morality. Finally, thorough reviewing literature about domestic and foreign enterprises using the media to create customer value, according to the research hotspots in western, this paper put forward the method of ascension. At the same time, research results of these documents provide convincing argument for the model below this paragraph.Second, in the use of SPSS16.0 which collates and analyzes the data of the questionnaire, the AHP model is built for the relation between media use and customer value, and gives a detailed analysis and summary of relations. First, the mechanism of the TV media used by enterprises to create customer value is researched, in the definition of television media, From the macro-and micro- perspective, the TV media is divided, as we can decide the directional selection of the macro dimensions of TV media, but can't make a qualitative selection of its micro-dimension, we will make a detailed explanation to the micro-dimension of TV media for enterprise to make a proper media strategy, the micro-dimensions of TV media is divided into four factors: informing advertising, brand image advertising, event promotions advertising, public relations advertising. Meanwhile, the concepts, characteristics and research procedures of AHP is described, in the questionnaire which take "the relationship between TV media use and customer value creation" as the goal, from the perspective of the micro-television media and three customer value, the AHP relational model of enterprises to use the television media to create customer value is established, by analysis , the paths of TV media use are obtained to create customer's function value, emotional value and social value, then select preferred paths, and the mechanism analysis of the preferred paths is detailed. Secondly, in use of the idea that TV media is used to create customer value, the mechanism of the broadcast media, newspapers media, and online media used by enterprises to create customer value is studied separately, Finally, through analysis, the conclusion are made, the elements of the optimal path to create the mix customer function value are: informative advertising of TV media, topics advertising of broadcast media, inserted advertising of newspapers media, search engine of online media, the elements of sub-optimal path to create customer function value include: brand image advertising and event promotions advertising of TV media, ordinary advertising of broadcast media, feature pages of ads of newspapers media, direct online advertising of online media; the elements of the optimal path to create the mix customer emotional value are: brand image advertising of TV media, contributing sponsor advertising of broadcast media, feature pages of ads of newspapers media, blog of online media, the elements of sub-optimal path to create customer emotional value include: public relations advertising of TV media, topics advertising of broadcast media, embedded advertising of newspapers media, search engines and forums of online media; the elements of the optimal path to create the mix customer social value are: public relations advertising of TV media, news-style broadcast advertising of broadcast media, embedded advertising of newspapers media, forum of online media, the elements of sub-optimal path to create customer social value include: brand image advertising of TV media, contributing sponsor advertising of broadcast media, feature pages of ads of newspapers media, blog of online media.Thirdly, the paper puts forward some strategies. Combining the situation of the media used by enterprises to create customer value, such as consciousness of some enterprise to use media was weak, some enterprises to use optional the gender is strong, lack of clear purpose, some companies choose combination of media randomly with no clear purpose, etc, and from the perspective of the media and enterprises, the decisive factor in using media to create customer value is discussed, according to the research results of the previous parts in this article and customers demand, media request of regular supplies, special items and non-search products. We return from the theoretical and empirical research to business practice, and work out the media's basic strategy to create customer value, and give the implementation steps for enterprise to make proper media use strategy.This study, based on the summary analysis of the existing theories and literature, taking the relationship between enterprise and customer as a study point, by AHP--- analytic hierarchy process, probe into the mechanism of enterprise using media to create customer value, and analyze the immanent mechanism analysis of the relationship, finally complete the research of the preferred path of enterprise using media to create customer value, which has very important practical value and theoretical significance. However, because of the time, ability and the paper's limited space, further exploration still exist in this article, and some problem has not been involved in or has been analyzed but not yet studied deep, which need to be to explore and study constantly in future.