Research On Customer Perceived Value Based-on Customer Participation

Great and significant changes have taken place in the direction and keystone ofenterprises' competition in the 21st century, and it has transferred form based-on innerresource competition to based-on outside resource competition. It has become to be theemphases for competition and the key for future success or failure to how much better tomake use of social resources and supplier, especially customer resource and the customerability. Customer participation is the only way to utilize customer resource and customercompetency and an important means to enhance customer perceived value. Thisdissertation' intention is to explore the relationships between customer' participationactivity, customer perceived value, customer satisfaction and customer beheavioralintention, to explore whether customer' participation can for enterprises, and how to winadvantages through it. It is the first problem to solve for the theory of customerparticipation. It will further make for developing the theory of customer value, and at thesame time has some certain instructional significance for enterprises' operation.This dissertation' research method includes normative research, positive research,qualitative analysis and quantitative analysis. It has acquired fruits and research result asfollows:Firstly, this article puts forward the theoretical research model of the customervalue's concept on the basis of the comments on the definition of customer value. In thismodel, it talks about ten conceptions, the relationships between them and the marketinginspirations to business. In addition, it also puts forward analysis model of customer valueon the basis of it. It discusses this value, the cognitive gap of value and their mutualinteraction.And then, choosing high education service industry, it has carried out correlativeanalysis between customer participation and customer perceived value. It also builds theTesting Model and the index system for customer perceived value through exploringfactors analysis, and thus establishs the research report on customer perceived value forhigh education service. It discusses the difference between different CPV throughIndependent-Samples T Test and One-Way ANOVA. Finally, this dissertation brings forth some countermeasures.On the base of theoretical analysis model of CPV, it has put forward the model of theperceived value gap between enterprises and customers. It has pointed out the perceivedvalue gap. It has also analyzed the causes leading to the value cognition gap. Choosinghome appliance industry, it has carried out demonstration research. The main researchresult as follows: there exists notable difference in value "experiencing", "price", "brand","information", "green", "fad", "quality" between the customer and the enterprisepersonnel.Finally, on the basis of preceding theoretical analysis and demonstration, thisdissertation discusses the relationship between CP and CPV, and brings forward themanagement tactics for CPV from customer participation angel.