Research On Marketing Strategy Based On Customer Value

Under the new marketing environment, customer value has become an important resource of companies'competent power. Company's strategic task is building up a bridge between the company's capacity of creating customer value and the target customers in the market or making company's capacity of creating customer value perfectly match the value demand of target customers in the market. As a functional strategy of company's strategies, the marketing strategy focuses on how to fractionalize and orient the target market; how to develop and maintain competent products and approach customers in reasonable channel; how to communicate with customers in correct way and how to build long stable relation with customers. The marketing strategy based on customer value is starting and aiming at creating excellent customer value, and during implementing marketing strategy it pays much attention to enhance customer perceived benefit and reduce customer perceived cost in order to obtain customer loyalty and build long stable relation with customers and consequently win competent advantage.Customer value is the difference or ratio of customer perceived benefit and customer perceived cost. It is a kind of net value, and full of stratification and dynamic. Excellent customer value can bring positive marketing effect which enhances customer satisfaction and promotes customer maintaining and loyalty; as well as leads to repeat purchase and raises the company's payoff ability, so it has become the final resource of company's competent resource. The factors influencing customer value can be analyzed from two aspects: company'creation and customer's perceiving. By building customer value analytic model, the strategic assessment and demonstrable measurement to customer value is used to analyze and supervise customer value to direct companies to perform correct marketing strategy. The clue of implementing marketing strategy based on customer value is orienting target market according to customer value attributes and optimizing the value chain guiding by customer value and enhancing customer loyalty through customer relation marketing, as well as obtaining constant strategic effect by customer value innovation. In addition, cultivating staff basis which construct the customer value advantage and building effective quality supervising and information system compose the support system of marketing strategy based on customer value together.