Research On Customer Value Innovation Strategy

The strategy will decide enterprise's development direction, which is the corequestion that enterprises pay attention, and it will affect results of enterprise. But,along with the environment of enterprise survival and development changesunceasingly, the enterprise needs to carry on the strategic innovation real-time,enables enterprise strategy instructing enterprise development better. The customervalue innovation strategy is the innovation of each traditional strategies, is the truestrategy establishment in the customer demand foundation, which can instructenterprise better.This thesis begin with introducing the theory of customer value, and prove theimportant relational between the customer value and the enterprise——enterpriseonly understand the customer value, and enable their own products match thecustomer value, the enterprise can obtain the competitive advantage, with thecustomer value supply and demand match model. In this foundation, the strategycustomer value innovation was drawn out. The so-called customer value innovation,is based on the customer demand, and which through provides completely new andsuperior customer value for the existing market or enable the customer value toobtain the significant improvement to cause the product or the service different fromcompetitor's product or the service. The strategy of customer value innovation is astrategic concept which refers to the enterprise take the customer value as theguidance, take the customer value innovation as their own duty, and enhances thedegree of customer satisfaction and maintains the loyalty of customer as their goal.The enterprise implements the customer value innovation, can enable the enterpriseto get rid of the competition, and enters to a new region which has nothing to do withthe competitors' product and the service. At the same time, this dissertation putforward the concept of customer value factor through the customer value innovationmodel. Finally, it elaborated the ways enterprises implement strategy of customervalue innovation: Creating new customer value factors, enhancing main body customer value factors, weakening customer value factors, eliminating unnecessarycustomer value factors, restructures customer value factors.For different enterprises, their development condition and the environment whichthey face all is different, enterprises must act according to their own actual situationand select one or several kinds of ways when they implement the strategy ofcustomer value innovation. Moreover the innovation should be continuing, otherwise,enterprise's competitive advantage will be broken by after entrant.