Study On Creating Customer Value For Different Market

Increasingly furious competition,uncertainty of business environment and drastic changes of customer needs,for companies in 21st Century, all are not only challenges,but opportunities more. Therefore,the goals of marketing strategy for company are how to adapt to these changes better,and to deal with them appropriately.With the advent of customer value theory,marketing theories and practices are enhanced step by step,an perfectly-new insight has emerged as one of strong tools used in making marketing strategy,the focus of this paper is positioned in analyzing and making marketing strategy from the point view of customer value.Since its born in 20c80s,the fields of customer value research are extended,which followed by the research having been advanced in depth,that partly explain why there has been a generally accepted idea about customer value.Based on reviewing related literatures,this paper explores and analyzes the connotation of customer value,proposing an integrated framework for customer value.Given the market characteristics of B2C and B2B,two qualitative methods of inductive and deductive research mainly used in this paper,a model of customer value strategy evolving and two different marketing processes are proposed.In B2C marketing process,the paper has developed a segmentation method based on customer value and a triangle framework for brand management based on customer value position,which includes product position and brand position;In B2B marketing process,factors causing customer value change are systematically analyzed,and demonstrated the process of creating customer value through relationship marketing by suppliers.These work,for one thing,have enriched and consummated theory of marketing management further,at the same time they have also provided some guidelines for companies establishing marketing strategy according to market characteristics.