Customer Value Identification And Delivery

Since the 90s, Customer Value (CV), believed as a new source for competitive advantage, has been the focus of scholars and enterprisers. But there are two faults on the research conducted, which are the obstacles for enterprise to execute the strategy based on CV. One is the fault in identifying model for CV, by which the CV identified is not the CV thought by customer. The other is the fault in how to delivery CV. the conducted research materials can't offer a systemic solution for delivering CV. By analyzing, we found the fundamental reason originate from the first fault In other words, the second fault comes from the first fault.In this article, the author reestablish a identifying model for CV from the aspect of customer, which solute the contradictions between the essence of CV and CV identifying model examined from aspect of enterprise, and by which the author offer a systemic solution for CV delivering .The article includes three charters. The first charter is Introduction. The second charter is The Identification of Customer Value, and the third is Superior Customer Value Delivering. The first charter is Introduction. In this charter, the author explain why to choose this subject for research, what have been done home and abroad, and what methods will take to make research.In the second charter, on the base of reviewing different definitions, the author tries to classify them, and raise his own opinions. And for the further understanding of CV, the author analyses the connotation of CV, which including CV component part, CV driven factors and the nature of CV levels and CV dynamics. Besides, make it contrast with another term" Customer Satisfaction", which is often confused with it. In the last part of this charter, the author pose the CV identification tool model ,based on the perspective from the customer. The third charter is Superior Customer Value Delivering. According to the CV identification tool model established and the analysis of CV driven factors, the author pose a systemic solution for CV delivering, which believe that there are four main bodies in delivering CV. They are market, customer, enterprise, and product brand. Accordingly the author analyze the effect of product market on CV, the customer's taking part in the creation of CV, the core role of enterprise staff in the CV delivering and the customer equity in product brand.Till now, enterprisers are hesitating about executing the strategy based CV. By basic research in charter two and applied research in charter three, the author hope it will help the enterpriser to execute the strategy based CV.