Advanced Customer Value-Oriented Strategic Alliance: Research On Types And Formation

With the influence of social civilization, fierce competition between enterprises and the development of technologies (especially the information technology), customer demand has been changing all the time. In short, customer demand is more personal, more mature and more distinct. The traditional product and service can't meet the new customer demand well any more. In order to strive for the customer, enterprise needs to re-analyze customer demand, then to produce"output"-a kind of synthesis including product, service, information, care and experience. Viewing from the both points of demander and supplier, more complex customer demand is the result of the developing to some degree of personal sense and industry, and is the result of deepening the blurry and primary customer demand. Enterprise has to understand and analyze customer demand and consumption more deeply. Output is not only the achievement of enterprise coming from it's value activities, but also is the represent of customer value with the full-scale, advanced and personal characters. Today in the competitions, customer only is willing to overpay for advanced customer value. So the only way to maintain competitive advantage is to deepen customer value.The direction for development of connections between customer and enterprise is to deepen customer value. Value constellation describes systematically advanced customer value and the according changes in enterprise's thinking and constituting strategies. Value constellation points out: to deepen customer value directly means that there are more opportunities for enterprise to create customer value, and it means that enterprise needs to accumulate the qualities and quantities of the resource devoted into the process of creating customer value. It is customer value-creating system formed through the co-operation between enterprises to deepen customer value. The system even includes customer himself. The fact that enterprise admits the roles and effects of customer in creating customer value reflects the deep understanding of enterprise to customer demand and customer consumption. Customer is not in the position to accept simply, but in the...