Enterprise Competitive Advantage Reaseach Based On Customer Value

When looking back the competitive practice, we find that the thought for enterprise establishing competitive stratagem is different at different periods and conditions. When the resource and competence can be analyzed quantitatively, the enterprises put strategic emphasis on dispute with their competitores. As the conditions become more and more turbulent, the complexion transit. At the same time, the customer is payed more attention and the customer value is much accout of and is deemed to be the new source of competitive advantage. But now academia put superficial attention to the principle that enterprises gain competitive advantage by customer value in dynamic environment. This dissertation analyzes enterprise competitive advantage deeply and systematically based on customer value in academic and empirical study on the base of customer value theory in order to find out why and how customer value leads the enterprises to gain competitive advantage.First, this dissertation divides customer value into basic customer value, satisfying customer value and fascinating customer value through the degree of its'satisfying customer needs, then carefully analyses the use principle of customer values' three layers in enterprises gaining competitive advantage. Meanwhile, a dymatic research model of enterprise competitive advantage based on customer value is established. After that in the empirical study, this dissertation chooses the insurance agent as study object. And through testing the hypothesis proposed, this paper draw the key composition and driving factors of customer value for insurance agent and their relatively important degree, from high to low namely fuction value, perceived sacrifice, service value, brand value, social value. What'more, I tested that the key dimensions of customer value really have remarkable impact on enterprise competitive advantage based on customer value. So it leads enterprises to probe into promoting competitive advantage by customer value.In the end, several management strategies and suggestions about how to promote the enterprise competitiveness through creating and transfering customer value are put forward from the angle of customer value. Thus, it offers certain theoretical direction for enterprise's strategic policy.