A Study On Strategies Of Enhancing Customer Perceived Value Based On Customer Characteristics

After the customer perceived value has been a new source of competitive advantage, how to provide customers with greater perceived value has become the focal point of competition among enterprises, while enterprises seldom have knowledge and ability to completely assess customer's perceived value, and obtain the corresponding returns. At the same time, the consumer trends is constantly changing, consumers have been grouping, so research on how to enhance customer perceived value based on customer characteristics has a certain practical significance.This paper takes China's notebook computer industry as the research object. For which, the author combed on the customer perceived value model of the research literature at home and abroad, summed up the impact factors of the perceived value of notebook computer users, while analyzed the characteristics of China's notebook computer industry, attempted to analyze the initial set of exploratory notebook users perceived value of items based on the literature overview and industry analysis. The questionnaire was conducted by field research, using statistical software for data analysis to exclude a number of valid targets to the 70 valid samples, finally access to customer perceived value scale of notebook computer users.Second, the author described the large sample analysis and cluster analysis to project the weights as the clustering variable clustering according to survey data, categorized and grouped ultimately the perceived needs of notebook users to four groups. Through the analysis of characteristics of these four groups, they are named: the general public users, business users, fashion Daren, game enthusiasts respectively. Based on these, by comparing the impacts of the customer perceived value drivers in the different user groups, we access to key driver of factors. Then we conclude with four specific notebook computers, to study the enhancing strategies of the perceived value of each ethnic group.This study enriched the industry meanings of customer perceived value of and refined the theory of customer perceived value-driven elements. At first, we analyzed the customer perceived value-driven elements of PC users. Second, we built the measurement scale on PC customer perceived value through project selection. Finally, through the cluster analysis, we analyse the key customer perceived value-driven elements of each laptop user detailed and oppose to the enhancing strategy for the specific notebook computers. It provided some theoretical basis to assess the customer perceived value properly. This is for the enterprises to better enhance the customer's perceived value, thereby enhancing the competitive advantage of great significance.