Research On Customer Value Oriented Strategic Positioning

In new economy era, the integration of world economy is a strong trend and the MSC (Middle and Small Corporation) of developing countries are facing the strong competitors from developed countries. Because of the strategic homogeneity in R&D, production, marketing, channel and service, the competition among the companies is getting more violent than ever before. Therefore, the profit of companies is getting thinner and thinner, and the survival and development of the companies is becoming more and more difficult. On the other hand, the wants of customer is becoming more diversified, individual and complex because the material needs of people have been satisfied on the huge degree. In the strong competitive market environment, how to satisfy the real wants of customer, how to realize the business objective and how to build the sustaining business advantage, which is a very important and basic realistic problem focused by the researchers and practitioners.In the second chapter, a comprehensive review on existing strategic positioning literatures on basic concept, major theoretical opinion and analytical methods is made. The major strategic positioning opinions include Michael E. Porter's view based on industry and competitors, Gary Hamel's view based on core competence and W. Chan Jim's view based on value innovation.In the Third Chapter, the recent literatures on customer value are introduced, including basic concepts, major theories and the newest research progress. In this paper, Customer Value is the customer's perception and evaluation of the degree of corporation and its product's exist, effect and change adapting, consistent and approaching with customer and his wants in whole process of customer interacting with corporation and its product. Customer Value Hierarchy Model, Customer Value Determination Model and Customer Value Gap Model are discussed.In fourth chapter, based on the summary of literatures on customer value and strategic positioning theories, the theory on Customer Value Oriented Strategic Positioning (CVOSP) is discussed. Customer Value is classified three hierarchies: Customer Desired Value (CDV), Customer Expected Value (CEV) and Customer Perceived Value (CPV) based on customer's mind and behavior. The corporation's mission and goals are to realize the customer value's maximization, and so do the corporation value's maximization. The process of doing business is one which is to design, create and deliver customer value. Target Customer Positioning (TCP), Customer Value Positioning (CVP) and Business Model Positioning (BMP) are CVOSP theory's three interrelated segments. We compare the differences between CVOSP and MCOSP (Market Competitive Oriented Strategic Positioning). We also discuss the implement conditions, risks and evaluation of the CVOSP Method.In fifth to seventh chapter, the three strategic positioning segments'basic factors, process and methods are discussed respectively.In eighth chapter, we conclude the systemic thinking process of strategic positioning decision making and provide the check table of a strategic positioning decision plan. Then we discuss a practical consulting case made by CVOSP.In ninth chapter, the conclusion of the major innovative opinions in this paper is made, and the limitation and later research contents are discussed too.