Customer Value Appraisal Process Research And Application

In 20 century, with globalization and informatization expanding rapidly and deeply around the world, goods markets and service markets are all in a changing environment. Although the traditional marketing theories are still applied comprehensively in all kinds of enterprises, but, in the sense of competition, they could not bring apparent competitive advantages to the enterprises any more. This fact impels managers and scholars to figure out a new marketing theory to help enterprises get new competitive advantages again, at the same time, to satisfy the practical needs of more mature customers. Customer value is very the new marketing theories which appeared around 1990. Its purpose is to create and increase customer value, and regards turning common customers into royal customers as its aim. This new theory has basically changed the operational models and conceptions of modern enterprises, and it has become the latest focuses in enterprise and academic field at the same time.Now, customer value theory still stays in the investigating stage, and lack of applications, although some of this kind of theories are agreed by a part of scholars, just like customer delivered value theory, perceived customer value theory, customer value configuration theory and so on, in practical applications, some conceptions can not be quantified by mathematical methods, so, this difficulty should be resolved in future. In addition, the western marketing scholars also gave many different definitions about customer value from their respective research fields or standpoints, and now there is no a general accepted definition about customer value both in enterprise field and in academic field, so scholars should also make more efforts in...