A Research On Exploration Of Customer Value Elements

With the rapid development of China's economy and its entry to the WTO, its economic system becomes more and more mature. On the other hand, China's enterprises are facing increasingly fierce competition in the world economy. The fierce competition, thus, leads to the constant emerging of various substitutional products, and the competitiveness of a certain enterprise is instantly imitated by its rivals, which has seriously detained the sustainable development of China's enterprises. What's more, the market is changing. The fact that consumers are paying more attention to the diversity and the individuation of consumption is becoming the main trend. The above two facts urge the enterprises should consider the customer's needs in customer's shoes. Therefore, we can conclude that customer satisfaction comes into being with various bewilderments. Its deep and comprehensive research to customers involves the whole purposing procedure. Moreover, many researches done by scholars also prove that customer value can result in real customer faithfulness. Therefore, the exploration to the elements of customer satisfaction will provide the enterprises a clearer picture of important products in customers' eyes, the property of services and the relationship between these properties and customer value in the process of customer consumption. As a result, it lays a solid foundation for the cultivation of enterprises' core competitiveness. But according to the domestic and foreign studies of scholars, the exploration of customer value elements are very finite, the existed measures were conducted under the various theoretical hypothesizes. Because the concept of customer value is abstract, the measures of customer value elements are hard to manipulate. So the existed methods lack system and integrality. So on the basis of the existed study, tapping a system of exploration of customer value elements will bring an important significance. Based on the author's extensive reading on the literatures about exploration of customer value elements and relative literatures, this paper integrates various research achievements and then makes further research on exploration of customer value elements. The first part of the paper focused on the significance of customer value and exploration of the inscape and concluded the defects of researches about it done by the domestic and foreign scholars. In the rest part, a new definition of customer value is proposed on the basis of concluding research results customer value. Under this framework of the definition, a better integral systemic about exploration of the inscape is built by incorporating the efforts of scholars. In the last part, in order to prove validity of the system, a market research is done among university students on their use of cell phones by questionnaires to find the elements of customer value on their use of cell phones. As a result, it proves the effectiveness of the new measurement and thus provides some good advice for enterprises' marketing practice.