A Study On Obtaining Enterprise Competitive Advantage Based On Customer Value

With the economic globalization, quick development of market economics, China market has been in the phase of over plus on the whole. The relationship of enterprise and customer has been changed essentially with the change of supply and demand relationship. The key for enterprises survival lies in concerning what customers are thinking, good relationships with customer, as well as implementing customer-oriented strategies. The unique and genuine strategic means for a firm is that the enterprise should create and deliver satisfactory customer value to customers, which aims at winning satisfaction and loyalty of them in order to obtain competitive advantage.The first, this paper brings forward the background, the content and the innovations of this study. The second, this study reviews the customer value and competitive advantage theories. The third, in the perspective of value chain and competitive space, the paper reasons the mutual relationship between customer value and competitive advantage. The fourth, basing on analyzing and summing up the methods given by Galeand Woodruff, this paper designs a series of methods of obtaining competitive advantage for enterprises basing on customer value.This paper through investigating on students' mobile phone market, develops a mobile phone customer value detecting system (MPVAL) which contains function, price, appearance, after service, quality, brand, advertisement, entironment protection on the base of using the method of Factor-analysis. Then this paper investigates 1729 cusomers who are using Nokia, Sumsung, Motorola, Simens, Philps, Bird, Amosonic's color-screen mobile phones and constructs an importance/diversity matrix divideding customer value factors into competition advantage factors, competition standard factors, competition characteristic factors and non-strategic importance factors through using the technique of AVONA and MPVAL. In the following, this essay analyses the performance of customer value for these mobile phone brands.According to these results, this paper gives out a series of methods which help enterprises obtain competitive advantage and improve marketing levels.