Strategic Management Model Study Based On Customer Value-Orieted Value Chain

With the market competition becoming more and more fierce, it is more important for enterprises using strategic management to construct sustaining competitive advantage. At the same time, with the upcoming of customer-oriented idea, the key of enterprise competition turn to how to improve customer loyalty. Because customer value is the decisive factor of customer loyalty, so creating excellent customer value is being considered as the source of competitive advantage. Under this background, the thesis studies on the strategic management based on customer value and tries to structure a customer value - oriented strategic management model.The whole thesis consists of six chapters. Chapter one introduces the background of the research, put forward the question, summarize the train thought of research and the structure frame of the thesis. Chapter two explains the concept and intension of customer value. Chapter three first analyzes the relation between customer value and competitive advantage, and the result answers why strategic management bases on customer value. Then illustrates the fact that customer value is created and transmitted through the value chain. Finally a model of strategic management basing on customer value, using value chain, achieving competitive advantage is given, chapter four first discusses the deficiencies of the classical strategic analysis, then explains why strategic analysis should include customer value analysis, and stresses customer value analysis should be the starting points of formulating strategic management. Finally, introduction how to carry on customer value analysis is given. Chapter five first illustrates the core of strategy is positioning, and because of the deficiencies of classical strategic positioning, the focus of strategic positioning should turn to customer value positioning. And then the best customer value positioning as well as the ways of positioning is studied. Finally, the importance of innovating customer value to achieve dynamic and lasting competitive advantage is stressed. Chapter six discusses how enterprises use value chain to implement customer value strategy, first introduces how to reconstruct the value chain of enterprise basing on customer value. Then illustrates how to integrate enterprise's resource and competence to achieve cooperative effect through value chain in order to improving the difficulties of imitation and realizing competitive advantage. Finally explains that enterprises still need to create customer value through value nets to gain competitive advantage with the arrival of cybereconomy.