Research On Innovative Approaches In Market Based On Customer Value Analysis

With rapid economic development, scientific and technological progress, the market which enterprises are faced is undergoing tremendous changes. The disappearance of industries' border, the rapid development of communications and networks, and the increased globalization make the market competition become increasingly fierce. Enterprises always competed in the existing market space. They strived for market share of products or services and customers, the results were often caused lose. It is very important for each enterprise to leave away this vicious competition and to adopt a new strategy to develop new market space. The thesis has studied the development approaches of new market space based on customer value analysis.Customers are the source of enterprises. Back in 1954, Drucker has pointed out, what the customers purchased and consumed is not products, but the value. Today, the industrial and theoretical community has already recognized the importance of customer value, and has made a great deal of research results. Therefore, the research of this thesis is based on customer value, and studied the approaches for the development of new market space from the perspective of customer value. First of all, the thesis analyzes and summarizes the theory of customer value, the characteristic of the customer value, and the customer value chain. All of this research made a theoretical foundation for studying the approaches of developing new market space. Then, analyze the existing theory of market space development, the disadvantages of the traditional approaches of the market space development, and the necessary for developing new market space. The thesis presents a framework for the approaches of the new market space development based on the former study. The research can start with the industry boundaries, customers' boundaries, and function-oriented boundaries. Enterprises should consider the competitiveness in a broader space, not only take into account the obvious industry competitors. Furthermore, enterprises also need to take into account some of the related products or services, and develop customer demand form these areas. Enterprises should look at more customer groups when analyze the customers, instead of just focusing on the existing customer base. They should concern the potential customers, and develop the non-customers to the enterprises' customers. In additional, enterprises can change the existed function-orient of products or service to develop the customer demand. We can analyze the customer value information utilize Professor W. Chan Kim and Renée Mauborgne's four steps' framework which through eliminating, reducing, increasing, and creating to qualitative analyze the customer value information. The thesis also quantitative analyzes the customer value information using AHP based on the balance of customer value and corporate-feeling value, and draw the business value curve. Finally, the thesis empirical analyze with the CME Fareast mobile games advertising project based on the theoretical framework, shows that the application of the framework, and provide some advices for the new strategies of the enterprise developing new market space.