| During the period of more than 20 years after the Chinese government's establishing reform and open policies in 1978,there have emerged a lot of " fixed star companies "on the mainland and at the same time , there also emerged some " meteor companies " . It is difficult for a company to become a better one .It is difficult for a company to become a big and strong one ,too. It is even more difficult to become a long-term company . Around how the company can become a long-term business, and how to resolve the company's healthy development, and how enable the company to win competitive advantages , etc . ,the scholars and the managers in western countries have studied actively ,deeply ,and effectively in both the field of theory and the field of practice . They have advanced many new theories and some of them are excellent and helpful .Among them the value-chain management, quantity management, organization and process reproduce , company culture , management based-on resource and capacity , customer satisfaction are representative theories . But whether these theories are effective in helping the company to gain the competitive advantages depends on a premise that the company can to create superior customer value than it's competitors . Many marketing strategists and industrial-organization (IO) economists emphasize that creation of superior "customer value" is a key element for companies' success .The traditional strategy logic concentrate the company's attention on how to defeat it's competitors . Then the company will make use of a series of means such as "price war" which may blemish both the company itself and it's competitors . These sleazy competitive means will enable both the company and it's competitors earn no money . The business of color TV in China is a good example . Therefore, we think that the companies should change their strategic competitive logic, that is to concentrate it's attention on how to provide the customers with superior value . Company can earn money through providing it's products or services to it's customers and it is the customer who give the profit to the company . So who gain the customer satisfaction and the customer loyalty who will be the " big winner" at last . But it is difficult to convince the people to buy the company's products or services because they are more and more smart today .So do gain their satisfaction and loyalty . Developing an effective strategy requires that executives and corporate leaders have the strategic insight and comprehensive understanding of the product-market domain they operate within. This understanding must be sourced not to the firm's own perspective but rather from that of its customers. The company should consider the customer's need and produce customer-oriented product which contains special value and lower cost to meet the customer's need .Customer value is the only route to win customer's satisfaction and loyalty . However , what is customer value ? Many scholars have their own definitions . The distinguished professor of the Northwest university USA ,the authority on marketing Philip .Kotler argued that "customer value" is "customer delivered value" .He proposes that the concept of customer value can be expressed in the form of an equation: customer delivered value is the difference between the total customer value and total customer cost . Total customer value is the bundle of benefits customers expect from a given product or service . Total customer cost is the bundle of costs customers expect to incur in evaluating , obtaining ,using ,and disposing of the product or service. The total customer value include the product value, service value ,personnel value ,and image value .The total customer cost include the monetary cost ,time cost ,energy cost and psychic cost .The equation is as follows :DV=TV-TCTV=?(Pd, S, Ps, I) Pd:product valueï¼› S:service valueï¼› Ps:personnel valueï¼› I:image valueTC=?(M, T, E, P) M:monetary costï¼› T:...
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