Management Strategy Research To Enhance The Customer Value For Achieving Competition Edge In JiLin Unicom

Today, although material civilization is so developed,"Competition"is still the topic of human's life, and its cruelty is nothing less than primitive society. Now the competition environment is changing in deeper level: rapid development of technology, the shortening of product cycle, constante changes of life style, all of this create the new chances of marketing. Internationalization of domestic competition and localization of international competition make our nation enterprises facing fierce international competition. With the opening of our economic, and because the joining of WTO,the adventive enterprises coming and sharing our market, pressure of our enterprise is so great.Now because market is open and competitive, the cost of customers'choice is lower and the scope of choice is widened. Customers become more and more important; the age of customers is coming. The forming of maturely and choosy customers request the higher level of enterprises management and request enterprises to try their best to create perfect strategy. Try to satisfied customers'requirement and to create value for customers is crucial for the victory of marketing competition. So make the optional strategy and carry it out efficiently is vital important. In terms of business management business strategy management is new. the aim of it is to keep lasting competition advantage. The competition advantage is the core of business efficiencies and it come from the value which enterprises make for customers, at the same time, enterprises make their money. Classic Strategy is abstracted in marker itself, not customers. So Classic Strategy ignore customers value, regard customers as counter power, and ignore the possibility of cooperation with customers.The main idea of this paper is not a negation of traditional Classic Strategy, it point out limitations of Classic Strategy, such as the information of customers value and the information of cooperation of customers. In the frame of Classic Strategy, it take customers'value and cooperation of customers into strategy analysis, in the end regard the distinguish of customers as strategy analysis. In order to analyze customers'value in more scientific way, we make analysis of customers value and the components of it,bussiness value chain and its value activities, customers value and its advantage of competition. On the basis of distinguish and analyses of customers'value, get different customers value location from the other opponents, and make it to be enterprises strategy location. And after that, in accordance with customers value,intergrate business interior value chain, make new business design, improve customers satisfaction and loyalty. The implement of strategy must be match with customers value in ability, achieve distinguish advantage from opponents. The enterprises strategy management in this paper is: distinguish of customers value(strategy analysis)---customers value location(strategy location)---the match of customers value in core ability(strategy implement).Strategy analysis: one premise of distinguish of customers value is distinguish of customers."Customer"seems like so simple, in fact, so many enterprises cannot distinguish their customers. On the point of view of business strategy, this paper clarify the standard of customers distinguish in six aspects. As far as customers valur, schorlars opinion is different. In this paper, the definition of customers value is customers release value, in the other word, customers value is the net value of products or services that enterprises make for customers, except for the cost which customers pay for it. Customers'value is decided by both side of supply and require. In the paper, the components of customers value is clarified too. In addition, when making analysis of customers value, we import the idea of value chain.Customers value is the core of business value chain, efficient business chain can create high customers value. Besides these, the paper include analysis of relations of customers value,bussiness structure and low cost differentiation. Strategy location: The aim of strategy analysis is make the question"where we are"clear, strategy is to answer"where we go". Classic Strategy management thinks that the essence of strategy location is to choose different running action from our opponents. It includes formulation of strategy aim, choice of strategy, make detail plan of strategy inplement.Classic Strategy pay more attention to environment and marker itself than to customers, and it ignore existence of customers and customers value. We put forward new strategy research frame which is based on customers value. The new strategy location is also based on customers value. In the paper, we discuss eight kind of strategy location. The strategy location which is based on customers value is the core of business completive strategy. The appropriate location of our customers value is the base of business advantage. But if enterprises want to keep lasting competition advantage, they must find customers new and potential need and satisfy it, and they must keep creating and improving customers'value.Strategy implement: Strategy implement is to solve the problem of"how to make enterprise to get new position". The efficient implement of business strategy is to decide the success of strategy or not. The process and content of strategy implement is involved with all aspects of enterprises. The strategy implement which is based on customers value is facing the problem: on the base of resource and ability, improve customers satisfaction and loyalty, enterprises how to build up unique and difficult to imitate core ability. The aim of strategy implement which is based on customers value is to form our own competitive advantage, and improve customers value and our own value. Because of that, we point out we should remake business value chain, do the new business design, improve customers satisfaction and loyalty and so we can breed and get core ability. The core ability is not only difficult to imitate but also help enterprise achieve the aim to win competitive advantage and distinguish, find, create and improve customers value. At last, we put forward an example to demonstrate the opinion.