Competition Advantage, Customer Value And The Reforging Of Value Chain Mode

On the basis of combing and appraising competition advantage, customer value and relevant theories of value chain, the thesis points out that sustaining competition advantage shows obtaining continuously profit higher than the average level of trade, that the prerequisite that the superprofit is obtained is the creation of customer value, and that the existence foundation of enterprises lies in creating the value that the customer needs and feels satisfied with. In the final analysis, sustaining competition advantage evolves from the value that enterprises can create for the customer. Value system is an important tool which helps enterprises to win sustaining competition advantage. First of all, through analysing and appraising the existing competition advantage theories, the thesis puts forward the essential source of enterprise's competition advantage lies in the creation of customer's value. Other factors, such as resource, ability, trade state, etc., would only influence enterprises create customer's value. Then, through appraising and analysing of customer's value theory, I summarize the intension and characteristics of customer's value, whose purpose is to offer the theoretical foundation for the fact that the value chain mode is constructed again from the characteristic of customer's value. Finally, through appraising some existing similar value chain theories, I point out these theories can not well support enterprises to win the competition advantage, whose models can not regard the customer as the centre of enterprises and the structure of the models are illogical or difficult to operation. The reforging of value chain model is very necessary. I attempt to construct a model which I name as value system. This model is based on existing value chain theories and fully reflects the marrows of these ideas. It regards the customer as its center. Its aim is to keep or promote enterprise's competition advantage, thus improves enterprise's value. It is an accurate, real-time, unanimous demand responding and innovative system. On one hand, the foundation that enterprises survive lies in the creation of customer's value; On the other hand, sustainable development of enterprises needs to obtain generous profit constantly. Diverging from the profit to discuss enterprises' value is all empty verbiage. How to promote enterprise's value while creating customer's value is an awkward problem that enterprises generally face. Value system is an important tool helping enterprises to solve this problem.