Research On The Mechanism Customer Value Creation By The Use Of Enterprise Media

With the economic globalization, quick development of market economics, China market has been in the phase of over plus on the whole. The relationship of enterprise and customer has been changed essentially with the change of supply and demand relationship. Nowadays, customers are no longer the passive recipient of the product; they have more knowledge, information and ability, more interested in study and practice, more active in the choice of products. The key for enterprises survival lies in concerning what customers are thinking, good relationships with customer, as well as implementing customer-oriented strategies.There is a growing interest on value-based strategies in recent years. From twenty century ninety decade, customer value has become the focus field attended by marketing researchers and managers of enterprises. Customer value has been regarded as the new resource of competitive advantage and the engine of the enterprises. Woodruff (1997) thinks, through superior customer value delivery than competitors; company can achieve and retain competitive advantage. Some authors have suggests that viewing value as a trade-off between only quality and price is too simplistic. In this study, we extend three-dimensional to explain customer value, that is Function value, emotional value, and social value. The findings from this study suggest that consumer is already entered a times that emotion satisfying, buying a product is the need for one kind of emotion more; good experience can improve customer satisfaction.Nevertheless,"Wines'Flavor doesn't afraid of alley deep"of the times were over, Business-oriented,Product-oriented market were over, Enterprises in the creation of customer value after, communication is more important. In modern society with ever-advancing technology, the mass media is influential. Compelled by more fierce competition in socialist market economy, domestic enterprises make every effort to conduct the brand strategy through modern media that is highly advanced.The modern media has become an omnipresent important power in our society. Neglect of media will hinder the development of enterprises. After the revolution and the implementation of the opening-up policy, Chinese enterprises are learning to manage the relations with media step by step. With the development of society and transform of media function, media Public Relations has entered a new era. Modern operation of enterprise depends not only on the flow of technology and capital, but also on the dissemination and communication of information. It's reliable for enterprise to publish information as to its operation and products in the press. It's an efficient means of marketing as it leads to enough attention and economic performance from relatively small input.Recently, the competition in Chinese enterprises becomes more and more acute, and the competition concerns mainly competition in product, staff and technology, enterprise management and enterprise image etc. The competition of enterprise image is more important out of all above. In order to set up a good enterprise image, an enterprise should communicate its operation mind, operation philosophy to environment through the amount and effectiveness of its advertising investment, and try to improve its recognition, reputation and brand value.This article is based on a research about Event Marketing Communication, which referred to the subjects of Communication, Advertising, Marketing and Public Relations. After analyzing literature and cases, it is deduced some conclusions by method of comparative analysis. This dissertation consists of seven chapters, and the content of each chapter is as follows: Chapter 1 is introduction. This chapter summary and introduce the background, the research methods, the content, the basic mentality and the significance of this dissertation. Chapter 2 is some of the theoretical basis, mainly on customer value and media related to the use of the theory of Review; it is this study's the theoretical support. Chapter 3 is to-business media on the use of customer value creation of the role of research and analysis and, ultimately, the use of media to build customer value creation mechanism map. Chapter 4, analysis of China's enterprises to use the media strategy of the status quo, at this stage of China's enterprises to use the media understand the problems and errors, and the reasons for analysis, then the corresponding media strategy. Chapter 5 is the conclusion of this dissertation. This chapter concludes the main points of this dissertation and expounds the limitation of the study and flaw.