The Research Of Saloon Car Enterprise Competitive Advantage Based On Customer Value

With the increasingly dissemination of saloon car in our country, saloon car market has become maturity, and the consumption of customer also get into sense. However, when native saloon car enterprise make their work, they hardly consider in the point of view of customer but themseves, and their profits fall sharply as they use the methods of price in excess, which make customer reckon that the price should fall in the future, so many customers wait the more appropriate price. In this case, how to understand the ture value customer needed, and to satisty them, then to set up customer value competitive advantages are the most important to saloon car enterprise.First of all, this thesis particularly expatiate the native effect between customer value and competitive advantage, then construct a theory model of competitive advantage based on customer value. The model is based on the customer value as well as their structures and drive factors, and competitive advantage, customer satisfaction and customer loyalty are the middle variable of the model. Secondly, this thesis take a demonstration research based on the theory analysis, as a result we find that the dirve factors of customer value—perceived quality, perceived brand image, perceived social value, have direct and remarkable effect. That to say, the saloon car customers consider the price important, but they think perceived quality, perceived brand image, perceived social value are more important.What's the most important? Through the theory analysis and saloon car manufacturers demonstration research, in the customers' view, this thesis finally put forward some policy and advice, which could help car enterprise set up competitive advantage through improving customer value.