A Study Of Customer Value Measurement Based On Market Orientation

In the modern age of fierce competition, the products of enterprise arebecoming more and more similar with the competitors'. At present, it is thebiggest problem for CEO to attract customers and maintain the growth ofenterprise continuously. The traditional differentiated strategy, such as thefunction and cost of the products, has become more and more unclear. So thesenior executives are forced to look for new methods in order to keep the appealto goal market. Customer, focused on by enterprises, has been added to enterprisevision and the declaration by more and more enterprises. It is a trend to attractand maintain customer through offering the differentiated service, which haspromoted the spiral rise of customer's demand. The variational tendency ofcustomer and competitors put pressure on all enterprises of our time. Forenterprises must work harder and harder all the time, so that they can not onlytake up room in market during the competition with rival but also meetcustomer's demand and expectation that is changing constantly. It is imperative tobuild up enterprise's competition advantage, which can be attained throughproviding customer with superior customer value. To enterprise, only by creatingsuperior customer value, he would get the customer satisfaction, loyalty andcompetition advantage. Therefore, it is significant for enterprise to studycustomer value. Customer value is measured in the market composed of customer, enterpriseand competitors. The dissertation reviews the latest five kinds of measurementmodels of customer value by introducing their basic principles and analyzingtheir deficiencies. Learning from the research, the author puts forward themeasurement model of customer value based on market orientation. The model 1英文摘要concentrates on the target customers. At first, it analyzes the structure of theirdemand; then, on the basis of result of the first phase and considering thecondition of competitors, the appraisal value about the demand of targetcustomer is gained; finally customer value is attained. According to the thoughtof model, the article draws some conclusions: the calculation formula ofcustomer value, the process of calculation and how to analyze through using theresult. Furthermore, the thesis demonstrates the application of the method by anempirical research. Utilizing the census data, it confirms every parameter of thecalculation formula under this environment, works out customer value andanalyzes every part of the formula. The result of the positive research has provedthe feasibility and validity of this measurement method. At the same time, it issignificant that the enterprise can comprehensively appraise the managementstate of his and find out where should be improved with the help of themeasurement model of customer value.