Research On The Sustainable Competitive Advantage For Enterprises Based On Customer Value

The source and constructions of the corporation competitive advantage is always the core contents of strategic management. From the developing trait of the successful and defeat companies all over the world, we can see that if the enterprise wants to achieve the long-term goal of development strategy, they must build a sustainable and effective competitive advantage. Recently, many managers and the management scholar pay more and more attention to the researching of sustainable competitive advantage of an enterprise. Along with more intense competition, changing customers' need and rapid developing technology, the corporations are faced with more and more complicate operating environment. The traditional strategic management theories based on competition theory ignores the customers' affects on the corporations' competitive advantage. Recently, the knowledge of customer guide leads to the climax of customer studding. However, the customer value study mainly focuses on conception definition and measure methods now. There is little discussion of cardinal principle which corporations gain competitive advantage by customer value in dynamic operating environment.This thesis analyzes enterprise competitive advantage deeply and systematically based on customer value in academic and empirical study on the base of customer value theory in order to find out why and how customer value leads the enterprises to gain competitive advantage.The whole thesis consists of seven chapters. Chapter one introduces the background of the research, puts forward the question, summarizes the train thought of research and structure frame of the thesis. Chapter two competitive advantage theories, the thesis puts forward that the traditional strategy does not fit for the demand of the contiguous development of firm. Firm must change strategic basic. The strategic basic must be customer. The essential source of enterprise's competition advantage lies in the creation of customer's value. Other factors, such as resource, ability, trade state, etc, would only influence enterprises cr-eate customer's value. In chapter three, the thesis reasons the mutual relationship between customer value and competitive advantage. This thesis carefully analyses the use principle of customer values' three layers in corporations gaining competitive advantage. The thesis thinks customer value can dynamically reflect the change of corporations' operating environment, and it's the essential of the corporations gaining supper-profit. The fascinating customer value is the core source of the corporation gaining supper-profit and it can lead to customer loyal and market. Chapter four first illustrates the competitive advantages interactive model, then introduces the basic thought way for customer value applied in constructing enterprise competitive advantage. Meanwhile, a strategic research model of enterprise competitive advantage based on customer value is established. Chapter five basing on analyzing and summing up the methods given by Gale and Woodruff, this paper designs a series of methods of obtaining competitive advantage for enterprises basing on customer value. Chapter six chooses the coating industry as study object, discusses the principle and methods which constructs competitive advantage based on customer values. Chapter seven is the summary and the forecast.