The Research On Promotion Strategies For Service Enterprise's Competitiveness Based On Customer Value

As the new economic growth point of our country, service industry plays a more remarkable role in the national economy. Moreover, after China's entry into WTO, service firms are facing enormous challenge of multinationals, and how to improve the competitiveness of serving firms become the urgent problem needed to be solved as soon as possible under the global environment of fierce competition. Owing to service's characteristic different from tangible products, customer value becomes the lifeline and the new source of obtaining the competitive advantage for service firms. Therefore, it is very necessary and meaningful undoubtedly to study the competitiveness of service firms from the perspective of customer value.In this paper, I propose a new viewpoint that customer value can be regarded as a middle visual angle of the source of enterprise's competitiveness. Meanwhile, a dynamic research model of enterprise's competitiveness of service based on customer value is established. And then on the basis of literature review in the field of customer value research, I analyze the theory of customer value systematically and deeply. Furthermore, several models such as customer value analysis model, competitiveness appraisal model etc are structured. These models support effective theory means and management tools to carry on customer value management better and promote the service enterprise's competitiveness. After that in the empirical study, I choose the extremely representative service industries—The tourist hotel industry as study object. And through testing the hypothesis proposed, this paper draw the key composition and driving factors of customer value for service firms, and their relatively important degree, from high to low namely function value, perceived sacrifice, brand value, emotional value, social value. What's more, I tested that the key dimensions of customer value really have remarkable impact on service enterprise's competitiveness based on customer behavior.In the end, several management strategies and suggestions about how to promote the service enterprise's competitiveness through managing and improving customer value are put forward combining service's characteristic from the angle of customer value. Thus, it offers certain theoretical direction for service enterprise's strategic policy.