The Formation Mechanism And Driven Forces Of Customer Perceived Value In The Process Of Integrated Marketing Communications

Enterprises carry out Integrated Marketing Communications (IMC) with the orientation of Customer Perceived Value (CPV). The purpose is, by various means, to establish good communication with customers and make them realize product value to increase customer satisfaction so as to achieve"win-win"relationship of customers and enterprises. It needs marketers to integrate various resources in order to guarantee the optimization of CPV based on given resource consumption. To explore the formation mechanism and driven forces of CPV in the process of IMC, we have to answer the following key questions: whether does it produce Customer Perceived Value in the process of IMC? What's the status and effect of CPV in the IMC system? What is the formation mechanism of CPV in the process of IMC? How is the driving course of CPV in the process of IMC? How to realize the integration effect and optimization of communication methods oriented by CPV?Firstly, according to the idea and method of System Theory, a complex communication structure is established between the communication scopes of enterprise to the outside and CPV, that is, IMC system oriented by CPV. This system has the features of systematic, inexpensiveness, complexity and dynamic. To achieve a true"integration"we need to start from the following three aspects: firstly, to fulfill unified communication of various communication methods as"one voice"; secondly, to fulfill cooperativity various communication methods; finally, to require managers to rationally distribute resources and optimize communication methods to optimize the benefits of both customers'and enterprises'as far as possible.Secondly, by evolving Economics, dynamic Game Theory and complex network communication, the formation course of IMC and the formation of CPV in these processes are analyzed. The formation has three phases: the first one is one-factor communication phase, whose communication efficiency is affected by customer perceived coefficient and repeat customer coefficient, and whose communication effect depends on the match of marketing methods with product features, and the match of marketing methods with customers'mental characteristic; the second one is the formation of multi-factor communication facing CPV. With the development of market to certain degree, enterprise cluster and customer cluster of some industry will split up; meanwhile, they have double selection to communication methods, which makes tools of IMC differentiated. Some enterprises prefer some communication methods aimed to certain customer groups, consequently, multiple communication methods co-exist in the market; the third one is the integration of multi-factor communication. The power of integration comes from the double drive of outside and inside strength. The formation of multiple marketing communications is the result of outside competition. These communication methods interact with each other to impel resource integration, constantly break the temporary balance and evolve to Pareto optimal so as to realize the dual optimization of enterprise benenfits and customer benefits..Then, with some typical mathematical models such as the Marginal Utility and the Theory of Labor Value and Vidale-Wolfe Model, the driving path and course of IMC to CPV is explored. Five key elements as perceived benefits, perceived cost, brand value, social value and emotional value are distinguished. Perceived benefits and perceived cost interact with each other. They have a drive to social value and emotional value. At the same time, it analyzes that advertisement, promotion, personnel extension, public relation and direct marketing have a driving effect and course to CPV: the effect of advertisement to CPV shows the upward trend of concave or S shape; promotion can increase customer perceived benefits and decrease customer perceived cost, and the multi-form of promotion conforms to the law of logic nested model curve; personnel extension greatly affects customer perceived cost and perceived benefits. By an analysis of Syntex Model, it indicates that the effect of personnel extension and the law of customer CPV show exponential curve; public relation and direct marketing have a driving effect to CPV, too.Finally, with multi-agent model, genetic algorithm and structural equation model, it does empirical research on the formation mechanism of IMC and its drive to CPV. By an analysis of complex adaptive of IMC system based on CPV, this dissertation establishes multi-agent model and simulate the interaction of one-factor and multi-factor communication and the optimization of system. The outcome proves the conclusion of this dissertation. Eighteen assumptions are put forward based on the analysis of IMC driving effect to CPV. Structural equation models are established, questionnaire is designed and data are collected to have empirical tests. Seventeen assumptions are validated.Besides, this dissertation, based on a series of research conclusion, puts forward the law of IMC oriented by CPV, its course and relative matters concerned.