Research On Enterprise Market Innovation Based On Customer Value

In the 21st century, with the abundant products, limited customer searching cost, and critical attitude appearing in the market, companies offering superior quality and attactive price can no longer surpass their competitors. Fierce competition urges companies to find new ways to acquire competitve advantages. The modern companies must adapt with the changes of market environment and do market innovation. Meanwhile, they must emphasize on customer value and highly satisfy customer need in order to obtain competitve advantages.This dissertation studies enterprise's market innovation behavior based on strategic management theory, value innovation theory, marketing theory, consumer behavior theory, etc. It aims to study enterprise's market innovation principles, innovation path, innovation models, performance evaluation method, as well as the strategic and marketing system adjustment based on customer value. This dissertation runs through the enterprise's market innovation path and models with the process of customer value identification, creation and communication, and tries to offer the update theory and action guidance for modern companies. Therefore, the research has showed better theoretical significance as well as practical significance.This dissertation is made up of eight parts:The first part mainly discusses the background of this topic, shows the research target and research significance. Based on the literature review home and abroad, the dissertation determines the research content and methodologies of this dissertation.The second part summarizes the theoretical basis of enterpise's market innovation based on customer value, which are innovation theory, customer value theory, and competitive advantage theory.The third part does practical resaerch on customer value affecting consuer's buying decision. It reviews the related literature, sets up research model, states the hypothesis, designs the measurement list, distributes and reclains the questionaire. Then, it does the elements analysis, credibility test, as well as hypothesis test. At last, it gets the conclusion. The forth part addresses the principles of enterprise's market innovation. It summaries the meaning of enterprise's market innovation based on customer value, and constructs the driving process. Meanwhile, it analyzes the enterprise's PCS persistent cycling strategy.The fifth part constructs the enterprise's market innovation path. It identifies the company business units and sets up the business units'strategic model. It mainly analyzes the business units'measurement method. In the end, it puts forward the concept of gradual type of market innovation and fierce type of market innovation, and also summaries the choosing method of enterprises'market innovation models.The sixth part discusses the main three models of enterprises'market innovation based on customer value. The first model is product innovation, which belongs to the gradual type of market innovation and mainly analyzes the type and approach of product innovation. The second model is new customer development, which belongs to the gradual type of market innovation. Company seeks for the non-customer in target market and exploits the niche market neglected by companies. The third model is entirely new development of customer and product, which belongs to the fierce type of market innovation. Company implements the model based on totally new product and customers.The seventh part sets up the enterprise's persistent marketing system based on customer value, and mianly discusses the function mechanism of this system. It analyzes the marketing persistent system's competitive advantage, and exemplifies it by the case of DELL.The eighth part designs the performance evaluation system of enterprise's matket innovation based on customer value. It constructs the index system of performance evaluation, and uses the grey hierarchy synthesis method to evaluate the enterprise's market innovation performance.