| Customer value is an important content in the field of marketing management. Corporations provide good or services to customers, and customers bring profit to corporations at the same time. Customer value is the measure for the profit gained by the corporations and customers. Being the purchaser of goods and services, customers are the sources of profit for the corporations. Therefore, creating and transferring customer value has deciding influence on the competitive advantage or even the future success of the corporations. Retailing corporation serves the ultimate customers directly and its direction effect on production and consumption is becoming stronger and stronger, which bring it great advantage in creating and transferring customer value. With the greater importance of retailing corporation and the more furious competition day by day, how to manage the retailing corporations in the direction of customer value has became a hot topic of common concern for the theory circles and the corporations. Hence, the research on how retailing corporation can implement customer value management and realize its profit and development while creating and transferring value to the customers is of great importance and value in both theory and practice.Based on the extensive collection of references and information on customer value, this article, from the viewpoint of customers and corporations respectively, introduces two identifications of customer value and present the trend that retailing corporations will implement customer value management. In addition, this article, considering the operation characteristics of retailing corporations, focuses on discussion on various activities of creating and transferring value to customers, the protection and after-sale-follow-up issue of customer value, and the appraisal for management performance. In the end, the article proposes some suggestions for the retailing corporations on how to make innovation and improvement to maximize the customer value.
|
PDF Full Text Request