Research On Dynamic Structure Of Customer Value And Its Management Problems

This dissertation has summarized the newest theory & study achievements of customer value. From interaction views between customer & enterprise, the dynamic process of customer value delivery, communication and coordination is reviewed and the basic frame system and theory method that customer value is dynamically managed are constructed. Its expectations are that helpful use for reference is offered for management practice of customer value in order to promote enterprise to create better economic benefit and keep lasting competition advantages. Five followings are explored research in this dissertation.Firstly, an important viewpoint is put forward in this dissertation. The bargaining behavior between customer and enterprise is affected by many factors, such as social environment, industrial environment and bargaining study ability. The bargaining process is not only cost-income tradeoff process and pooling income process, but also dynamic management process of transfer, communication and coordination in enterprise value chain of customer value. So, the management about customer value should set up on basis of interaction and cooperation between enterprise and customer. Only when enterprise value and customer value are reasonably matched and communicated can dynamic cooperation management of customer value be realized and double-win between enterprise and customer be realized, further.Secondly, based on study on dynamic structure and dynamic essence of customer value, it is pointed that realizing dynamic equilibrium of customer value lies on dynamic development state of customer value communication, customer resource input and customer relationship control in the process of customer value transfer. On basis of this viewpoint, the model on economic control theory of dynamic structure of customer value is constructed and the customer value superior to competitor, which how enterprise is to offer, is put forward to realize key factor for difference competition.Thirdly, the perception dimension is defined from four aspects: cost perception, quality perception, experience perception and information perception. Different four market subdivisions are disclosed by regarding value difference and value response as two dimensions. Different modes and huge difference among relationship grade customers are analyzed. It is pointed that customers with high satisfaction and loyalty are key drive for enterprise growth and profit, which offers theoretic basis for appraising customer life value. Fourthly, based on study on interactions between customer and employee from the views of value communication, it is indicated that customers with high satisfaction and loyalty can not only effectively accelerate communication and exchange of customer value, but also make contributions to customer perception value, customer satisfaction and loyalty. On basis of this viewpoint, market research, communication integration and feedback support are regarded as combined point and basic control element for value exchange between customer and employee. Inner marketing model on communication and transfer of employee value is constructed and correspondingly theoretic application tactic is put forward.Fifthly, dynamic coordination process of customer value and dynamic development process of customer relationship are analyzed by applying game theory. Corresponding characteristics are depicted for different development stage of customer relationship and realizing equilibrium restricting condition of customer value is put forward.