The Research On The Customer Transferring Value In Hina Advanced Materials Co., Ltd

In the end of the 20th century, Li-cell has been rapidly developed since the commercialization of Sanyo. The 21th century sees a explosive rise of handy electronic equipment and hundred-fold expansion of markets, which promotes the development of L-i cell market. With the attractive returns of investment, more and more investments are introduced and fierce competition follows. Furthermore, with the maturity of technology, it is very hard for the enterprise to gain competitive advantage through their advanced technology. Therefore, a comprehensive understanding of the customers and a maximum providing of customer transfering value are the effective ways for the enterprise to cultivate a long-term competitive advantage.The customer transferring value is the final object and goal of the enterprise when it tries to cultivates its competitive advantage and display its core competitive ability, and it is also the essential connotation of the enterprise competitive advantage. The customer transferring value is the difference between the total customer value and the total customer cost. The total customer value is a series of benefits which customers obtain from one kind of specific product and service, including product value, service value, personnel value and image value, etc. The total customer cost refers to the time, energy, physical strength, pays and so on customers invest in purchasing one kind of specific product and service, including currency cost, time cost, spiritual cost and physical strength cost ,etc. With certain searching cost, limited knowledge, flexible and income definition, the consumer will purchase products and service from those companies providing the highest customer transfering value because they are the biggest pursuers for value.This article first introduced the related concept and theory of the customer transfering value. It takes HaiNa company as an example to explore the application of the transfering customer value in the management of HaiNa. It makes the quantification analysis and comparison for HaiNa company 's customer transfering value.By analyzing its different lines, its organization and business operation, the author points out the its existing problems and tentatively proposed some constructive strategies and suggestions for HaiNa to enhance the customer transfering value and improve its competitive advantage in the future.