Study On Customer Value Innovation Strategy

Along with the increasingly extensive use area for the high-tech such as IT and with more intense competition and changing customer's need, the conventional industry-economy social is translating into the knowledge-economy social step by step, and the exterior environment of the corporations has changed widely and profoundly, and the corporations are faced with more and more austere challenge.A lot of researches and practices indicate that the right choice for strategy is an ultimate approach for the corporations to gain sustaining competitive advantage in complex and turbulent environment. The customer value innovation strategy is replacing the traditional strategy of competition to become modern corporations' strategic choice for high growth.The customer value innovation specially means a kind of strategic logic or strategic thought, which is to create enterprise value in an innovative way. The different between the customer value innovation and the traditional strategist is the base of their logic. The traditional one put its stress on getting the leading place by beating rivals, while the new one emphasizes to offer new solution for customers, which has no relationship with management and competition, and replaces the sum-zero game between rivals in the market with developing more markets. The customer value innovation strategy is quite different from the strategy of competition on strategy trend, attitude on competition and understanding of our own enterprise and industry range.First of all, this thesis summarizes the development of the theory of strategy management and its status nowadays, in order to puts emphasis on researching the importance of customer value innovation strategy. Then, it introduces customer value and analyses the evolvement of its theory, which comes out a conclusion that customer value has always been one of the core in the management research domain and customer value strategy is an important approach for the corporations to gain sustaining competitive advantage.Meanwhile, we can know from this article, that the strategic logic of customer value innovation is different from the one of traditional competition and distinct system of value innovation, theory and so on, based on which its discusses 4 ways and 6 model of customer value innovation. In the end, it points out that how to managecustomer value innovation strategy, including setting up the enterprises of value creating model, and understanding the mistake of customer value innovation strategy and how to keep away the risk when the enterprises carry it into execution.The ultimate purpose of this topic is to prove that by the compare on the orientation, character and economic management of the customer value innovation strategy and the traditional one, the customer value innovation strategy is a sustaining growth strategy which is fit for the demand of the information economy nowadays.